Marketing without data is like driving with your eyes closed.
Dan Zarrella.
Dan Zarrella.
Basic Measurement Principles
Three rules for analysing performance of any marketing effort, within and across campaigns.
It is neither practicable, nor necessary to track individuals across all of their customer journeys.
Instead, track the aggregate effects of campaigns, observing correlation between marketing inputs and outcomes. Quantify this correlation, and, if both inputs and outcomes are monetary measures, this will produce additional sales generated for each marketing dollar.
You listen to feedback in real life, so why not in marketing?
When you talk to people through promotions, they respond by taking action to learn more about your offering: watching your Youtube ad beyond mandatory 5 sec,
searching your brand name, visiting your site or social media page, etc.
This is how response fits into overall conversion of marketing spend into sales results:
Not everyone will provide a measurable response, but even if 10% of customers do, the aggregate level of response or engagement signals awareness and interest. These are pre-cursors to sales, but you would typically receive this feedback quicker, giving you more opportunities to fine-tune your campaigns.
End-to-end measurement does not tell you why the results are such as they are.
The drill-down analysis looks at the steps of the conversion process, on one hand, and inside each channel, on the other, to clarify and explain the results and find ways to improve. The focus within the channel is on costs & impressions, reach & frequency, response/engagement, and channel-specific benchmarks and best practices.