Measuring Marketing Returns
Measure performance of different strategies, online and offline channels, and over short- and long-term horizons, without tracking individuals
Measure total and incremental sales, leads, and revenue generated by different marketing strategies and channels. Identify channels that are reaching saturation.
Track both online and offline channels, including TV. Measure impact of events and other non-advertising marketing forms. Account for non-marketing factors, such as pricing, economic conditions, competition, or weather.
Calculate end-to-end return on marketing investment. Calculate interim metrics, such as cost of customer acquisition, cost per lead, cost of a web conversion, etc. Benchmark marketing performance across assets and periods, assess the long-term effect on brand growth and market position
Get a formula linking marketing inputs and outcomes for planning and budget optimisation purposes.