When was the last time you audited your marketing measurement program? We find that most marketers don’t do this enough. And when they do, they find they’ve run into obstacles at many critical data points during the evaluation process.
Why? I believe everyone’s intention to adequately measure the results of individual or collective programs starts out meaningful. Who does not want to measure whether or not the marketing initiative actually yielded the desired result? But the difference we find is not in the intent, rather, it is in the delivery and integrity of the data.
Oftentimes, information has to come from sources outside the marketing department’s control. Like sales lead information. Or, the data from IT, which doesn’t exactly match up to a reportable statistic that verifies that the marketing initiative works. Thankfully, there are tools like Google Analytics that are able to inform the process such that it allows data gatherers to get reporting moving. Often, though, it is only one step in the measurement chain.
Technology changes everything we do when it comes to the collection of relevant data. More sophisticated technologies can help a marketing group get a clear understanding of how the myriad of tools employed actually can connect to relevant activity.
Marketers must make auditing their measurement a priority. Not just for measuring the effectiveness of their campaign but for internal accountability and the promotion of marketing’s agenda. And because today’s executive team demands hard numbers.
Using business goals as a clear metric is key to success. Using softer measures often does not satisfy the folks upstairs. Making sure all are aligned to deliver data that suggests an investment in the marketing program was well worth it will ensure success when budget time comes around.
— Rena Kilgannon, Principal & CEO