Marketing Performance Analyse

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Marketing performance measurement

Key question

How can an organization measure how effectively marketing tools reach their goals and target groups? How can marketing efficiency be measured and optimized?

 

Steps

  • Revisit predefined marketing KPIs
  • Allocate KPIs to campaigns and initiatives
  • Develop efficient measurement tools, including metrics framework, appropriate tracking software, and data storage approach
  • Formalize measurements by defining business rules, roles, and responsibilities
  • Provide ongoing supervision and guidance for data collection and consolidation
  • Monitor and analyze online and offline marketing performance and consolidation in comprehensible dashboards
  • Ensure ongoing optimization of targeting and media spend to improve marketing ROI
  • Establish early-warning system, including KPI alerts and corrective action plan
  • Draft regular, comprehensive, high-level performance reports, including insights derived and business improvement potential identified

 

Results

  • Efficient measurement tool as blueprint for further campaigns
  • Optimized marketing ROI
  • Implications for future success through faster and better marketing decisions

 

Marketing ROI measurement process

Pic38_Marketing ROI measurement process

KPI dashboard

Pic39_KPI dashboard