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 with our compliments, complete the form on the right and click the “Submit” button, and you’ll receive instant access to a PDF version of the eBook.

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 significance. With the rise of digital channels and the vast amounts of granular performance data they produce, marketers are under more pressure than ever to show exactly how their investments further business objectives and contribute to the bottom line. Yet every day, we encounter marketers who are still challenged to do so. At Visual IQ, we wanted to create a resource to which marketers could turn for advice on which metrics to use to effectively measure the impact of marketing on business goals. The result is Defining Marketing Success: 28 Experts Tell You How. From the most effective marketing technology and time-tested formulas to the specific metrics that matter most, I am thrilled with the diverse insights and advice these experts have provided. We think that there is something useful for everyone, and we hope that you will find a few specific gems within these pages that you can use at your organization. Regards, Manu Mathew Co-founder & Ceo, Visual IQ Visual IQ As a pioneer in the space, Visual IQ has been producing the world’s most powerful cross channel marketing attribution software since 2006. Its hosted IQ Intelligence Suite of products combines a user-friendly interface with advanced attribution management and predictive modeling functionality to provide clear recommendations for marketing optimization. recognized as a leader in cross channel attribution by a leading market research firm in 2014, Visual IQ won The drum’s 2015 digital Trading Award for Best Attribution Solution, won the 2014 ASPY Award for Best data or Analytics Solution, and was a finalist in the digital Analytics Association’s excellence Awards in 2013, 2014 2015 and 2016. for more information, visit www.visualiq.com. Introduction Do you know exactly how your marketing spend affects revenue growth? If you do, you are in the minority. Most business leaders want to know the value they are getting for their marketing investments, but few are fully satisfied by the answers they receive. And the problem is not lack of metrics. Online channels are data-rich environments. Data fuels programmatic advertising , marketing automation, and attribution platforms. There is a lot of data available to consider. Email marketers like click-through rates. Social marketers closely watch social-driven web traffic. Mobile marketers zero in on app traffic. But do these metrics have anything to do with bottom-line performance? To better understand what marketing metrics matter most to business leaders, and with the generous support of Visual IQ, we reached out to 28 marketing experts with the following question: on which metrics do you advise senior marketers focus to most effectively measure the impact of marketing on business goals, and why are these metrics the most important? Not surprisingly, many experts qualified their answers with, “that depends on business goals.” Of course, they said a lot more, providing perspectives from several industry verticals, geographies and business models. In this e-book, we have collected a fascinating array of business-goal-oriented marketing metrics. Many not only tie to bottom-line performance but also enlighten broader business management decisions. I am confident that anyone interested in quantifying the business value of marketing expenditures will find this e-book a thought-provoking resource. All the best, David rogelberg Publisher Mighty guides Mighty guides make you stronger.These authoritative and diverse guides provide a full view of a topic. They help you explore, compare, and contrast a variety of viewpoints so that you can determine what will work best for you. Reading a Mighty Guide is kind of like having your own team of experts. Each heartfelt and sincere piece of advice in this guide sits right next to the contributor’s name, biography, and links so that you can learn more about their work. This background information gives you the proper context for each expert’s independent perspective.Credible advice from top experts helps you make strong decisions. Strong decisions make you mighty.