Triple Integration: Campaigns, Media and Measurement
At the monitoring level, it's important to engage all stakeholder groups in ongoing dashboards and readouts so appropriate changes can be made to maintain marcom efficiency and effectiveness. Accountability is key, down to the campaign/project level. If something isn't working, everyone knows, and you can work together to fix it. Diligence in this area translates into a happy landing.
Benefit: A comparable metric, agreed to by all departments, agencies and stakeholder groups, is a game-changer for marketing in your company. Because all decisions now can be made "for the common good," the interdepartmental protectionism that often festers within channel silos begins to become obvious for what it is-a recipe for suboptimization.
Optimization of Media
A natural extension of common metrics and success measurement—and therefore the modification of underperforming media and/or campaigns—is the action that can then be taken. Campaigns/media/offers/messages can be tweaked, increased or decreased to deliver a better return for the same investment. Alternatively, in the current economic environment, necessary budget cuts can be made with minimum impact on overall sales revenue.
Benefit: A comparable metric allows you to determine which media, offers and messages drive the best ROI, so you can modify or eliminate nonperforming campaigns and/or media. It's the most powerful combination of analytics and marketing management I've ever seen. It systematically boosts overall marketing ROI more than anything else.
For those who champion enterprisewide marketing ROI, this arms you to go toe to toe with the financial interests within the company. The marketing budget begins to be viewed as an investment rather than an expense, because the returns are clear and can be validated.
The coordination and optimization of customer touchpoints across media, departments and campaigns are key roles of integration management. Embed in this discipline a planned and predetermined hierarchy of touchpoints, media and offers.