Proof in the Marketing: How to Prove Your Marketing Is Working
"Everything that can be counted does not necessarily count," said one Albert Einstein, "everything that counts cannot necessarily be counted." It's with that spirit in mind that yesterday's webinar—"How to Prove Your Marketing Works," with Chuck McLeester—took up the seemingly insurmountable issue of calculating the ROI of an integrated marketing mix.
It's hard—and that's perfectly okay. Chuck laid out some of the challenges that the modern marketer faces in trying to sort it out. The most pressing four are:
- The Multichannel Consumer
It's just a fact of life that today's average person has more than one screen to choose from, with multiple devices at work and home—as well as the challenges presented by using several devices at the same time.
When it comes to attributing results, Chuck says there are four classic methodologies, and they're all flawed: Last click, first exposure, weighted and algorithmic measurements all fall short.
- Marketing Silos
Any campaign has multiple channels—direct mail, email, online and search, print, etc.—each with it's own metrics of success and failure. 29 percent of marketers cite challenges managing offers across multiple campaigns.
- Lack of Centralized Data
A similar problem to silos is the segmentation of data across channels—when each channel has its own database and content, there's no way to get an accurate picture of customers as they move from reading a direct mail piece to visiting the website or interacting on social media.
But that's not how the story ends. Chuck suggests four tools for enhanced measurement. Want all the details of those—as well as case studies of how these strategies have worked for brands like Dove, M&M's and more? Check out the on-demand version of the webinar, right here.