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Free ebook: Defining Marketing Success: 28 Experts Tell You How

Learn how to identify the marketing metrics that matter most In the quest for world-class effectiveness and efficiency of your marketing organization, the importance of business-goal-oriented metrics cannot be overestimated. In this one-of-a-kind eBook, you’ll find a wealth of advice from 28 marketing leaders on how to identify the right metrics for measuring marketing’s impact on bottom-line performance. To download this invaluable eBook wit...Read More

Table Of Contents

TABLE OF CONTENTS Foreword ...............................................................................................................................2 Introduction ........................................................................................................................3 Metrics That Align With Business Objectives Customer Intent Metrics Are What Matter Most.........................................8 The Best Metrics Are the Ones Actually Being Used..............................11 The Not-So-Secret Formula for Choosing the Right Marketing Metrics..............................................................................................14 Fractional Attribution Is Essential to Marketing Optimization........17 Different Metrics Serve Different Business Purposes...........................20 Metrics That Calculate Return Match Marketing Metrics to Value Expectations.....................................25 Metrics That Reflect Your Place in the Market...........................................28 Take a Holistic View of Marketing Metrics for Business Success......................................................................................................31 Metrics That Map to the Customer Journey Focus on What You Can Measure........................................................................44 When Considering Marketing Metrics, Customer Experience Is Key............................................................................................................47 Customer Experience Remains the Core Metric in Determining Success..............................................................................................50 Marketing’s Ultimate Goal: A Measurable, Unified View of the Consumer...............................................................................................................53 A Consistent “Leads-to-Cash” Lexicon and Disciplined Process Delivers Meaningful Metrics................................................................56

First 3 Pages

Defining Marketing success: 28 Experts Tell You How Foreword Dear Fellow Marketer: Marketing used to be a much simpler proposition. Brands created advertising campaigns primarily for TV, print, and radio, with an emphasis on storytelling and emotional appeal. Attempts to measure effectiveness were based on where ads appeared and how much exposure they received. Since then, marketing accountability has taken on much greater significanc...Read More