If you are in marketing, you might be a little stressed right now.  The pressure is on to show ROI.  You are constantly trying to accomplish more with less.  Technology and digital channels are evolving at a rapid fire pace and you had better keep up if you’re going to survive.  And job security?  Not much of a concept anymore, no matter what your line of work.

Wouldn’t it be nice if you could turn down the noise and focus on one or two things that would have the biggest impact?

You can. 

See if you can answer the following questions:
• Can you measure the actual revenue generated by specific marketing campaigns?
• Do you know which digital marketing channel currently converts the most leads or sales and costs the least?
• Does your marketing department or agency make changes to a campaign based on results while the campaign is active (as opposed to waiting until the campaign is over)?

If you answered “no”, don’t feel like the Lone Ranger.  A 2007 Conference Board study found that one third of the companies surveyed were making no attempts to measure marketing ROI.  In a more recent study (Alterian, 2009), less than half of marketers surveyed said they plan to use analytics to measure campaigns.

Digital marketing has, in many ways, developed faster than the tools to measure it.  Add in resistance to change, lack of skilled staff trained in measurement best practices, and pressure to score a home run YESTERDAY – it’s enough to drive the sanest marketer to choose finger crossing and a Hail Mary or two over facing the measurement monster. 

And yet, if you make even small improvements in your measurement infrastructure and capabilities, you can achieve big improvements in ROI.

Where should you start? 

Ask yourself what it would take to answer “yes” to the questions above.  How much would it cost?  How would you make the ROI case to the C Suite?

Or, stop asking yourself questions (before someone notices that you are talking to yourself) and call us.  We love a good measurement hairball.