If you are looking forward to clarity on your baseline, where your ‘goldilocks zone’ lies, and how you can deploy marketing funds most effectively, you need to set up a measurement system.
It is not a once-off project, but an ongoing discipline: collecting the right data, validation, regular testing and analysis. Over time, this enables you to see both short-term revenue impact and long-term growth.
At the leadership level, ensure that for each marketing activity, there is a plan to measure its success and the raw data for the measurement is collected.
As a guide:
- Outcomes of each digital campaign can be traced back to its source (channel, platform, message).
- Customer information is captured early – including how they found you, their location, and relevant demographic details.
- Marketing activities are logged by date and region, so outcomes can be linked to when and where spend occurred.
- Broader external events that affect your business (economic, social, competitive, environmental) are recorded and tracked against performance.
- Ensure marketing and business data are recorded in a consistent structure, so you can track changes over time and detect when returns start to diminish.
This checklist gives you the foundation for marketing accountability that you can implement internally with your own team.
If you want additional assurance to check for blind spots or confirm the numbers - we offer a structured audit of your marketing data.