No marketing data? Then, no results!
If you are executing campaigns, what’s your measurement for success? Please do your marketing peers a favor and don’t just claim victory when you get website visitors or “leads”. These days, if you can’t talk about marketing’s impact on revenue, you might as well not be in the room.
Gone are the days of counting website visitors and trying to show ‘marketing attribution’. Refine your Google Analytics, develop an ABM list, and start leveraging data to drive relevant content to people who WANT to see it!
We suggest starting with these three things to focus on the right data.
Web and campaign metrics
While measuring web traffic remains important, Google Analytics allows so much more insight into who is coming to your site, where they come from, what device they are using and more.
It’s important to decide what you want to measure in terms of your website and then set up GA accordingly. When done right, you can show impressive dashboards for your web and campaigns during any time period.
cac and CLTV
Do you know what your customer acquisition cost is? Finding this out is a key factor in deciding how much you want to spend on campaigns for certain segments.
Customer lifetime value is another important metric to understand. This helps focus your customer marketing efforts on those who are most likely to yield the highest return for the company over their contract term.
true marketing contribution?
We contend that outside of CAC, CLTV and cold, hard revenue, it’s hard to claim marketing ‘victory’. Yes, it’s important to build the brand, but that work should always result in more revenue for your company.
So marketers, your job is to collaborate with your organization to agree on the metrics that will show marketing contribution for your business.