Take Your Marketing Measurement to the Next Level

Modern marketers have the ability—and one may argue, the obligation—to track and tie marketing activities to bottom-line business results. 

Driven by three change catalysts identified by PR 20/20 CEO Paul Roetzer (@paulroetzer) in The Marketing Agency Blueprint—change velocity, selective consumption and success factors—we can no longer hide behind soft "data" like impressions, ad equivalency, or big-hit campaigns (Whassup?). Nor should we rely solely on outputs—such as number of emails / mailers sent, number of blog posts published or frequency of social status updates—to showcase our worth. 

Rather, it's time for marketers to hold ourselves accountable for having a true impact on business success, and tie all activities to metrics that matter. The following may vary by organization, but we're talking about data and results, such as: 

• Website traffic
• Conversion rate
• Leads
• Sales 
• Customer referrals
• Venture funding

The following slideshow, from my recent presentation at the DMA Cleveland and Web Association event, Using Data to Understand, Prove and Increase Marketing ROI, provides a deeper overview of the marketing-measurement shift, including: 

• The need for change in marketing measurement
• How to make the move 
• Sample tactics that drive results 
• What you need to make it happen

I'd love to hear your thoughts on marketing measurement in the comments below.

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