Improving Your Marketing Measurement Efforts
Marketing measurement, a systematic management of marketing resources and processes to achieve measurable gain in return on investment and efficiency, helps organizations and marketers achieve their marketing goals by maintaining quality in customer experience.
Recently Forrester’s Tina Moffett and Jim Nail conducted a “Fix Your Measurement Mess” workshop at the 2017 Consumer Marketing Forum in New York. The workshop enables the participants to take inventory of their challenges and to recognize priority metrics for their own businesses.
Moffett has posted an article summarizing the workshop where she has shared the tips to improve marketing measurement.
Moffett says, “Select specific journeys across different phases of the customer life cycle and map out marketing and media objectives and their corresponding metrics to uncover campaign success. Ensure that your agency keeps consistent tagging and campaign tracking codes, relieving the burden in looking up campaign performance metrics later. And finally, prioritize the metrics that connect to your objective. For example, acquisition campaigns should focus on how many net new customers acquired, the cost of campaigns, and other leading indicators for high customer lifetime value”.
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