Marketing Measurement for Better Results


It should come as no surprise that one of the topics of great interest to the customer intelligence community is marketing measurement. And like anything, the better the measurement, the better the potential impact for management. So, to address the topic of marketing measurement for our recent Webinar with the American Marketing Association, we went straight to the definitive authority – Katie Paine.

Katie’s ease and confidence with the material helped make the content accessible so the audience had a clear starting point for applying these thoughts in their own operating environment. One of my favorite parts was what she called her “6 Steps to the Perfect Measurement System,” which I’ve extracted for you below.

  1. Define the “R” in your ROI.There’s no better place to start than understanding the return you want to achieve because doing that forces early consideration of both feasibility and approach, and it also establishes the units of measurement. There are times when narrowly defined returns, such as response rates or increase in conversions, are completely adequate. But the best way to demonstrate relevance is to tie the initiative to revenue or profitability.
  2. Define the audience. It’s worthwhile to revisit the fundamentals from time to time to be sure the overall direction is correct, and this one is straight from Marketing 101. The point here is that understanding the audience and then planning based on that understanding is important.
  3. Establish benchmarks. An important part of this process is to get the baseline to show the starting point, which then enables you to show the margin of improvement. Then, it’s a matter of making sure you understand the orders of magnitude that apply to your industry, and the best way to do that is to have a look at your competitors.
  4. Define your kick-butt index. This is the logical complement to benchmarking, and it’s simply the need to understand what your management would consider a success. Knowing that at the outset enables the ability to map out the route to success and to aid any potential triage along the route if you need to redirect efforts or resources to achieve success.
  5. Pick a tool,
    Make sure the one you choose is suitable for your needs and sized right for your intended purposes.

  6. Figure out what it means, and then change and measure again.
    Look at the results and prepare your reports. If steps 1-5 have been planned and executed properly, it should be clear how things are going and if any changes are needed. But don’t be afraid to make changes if necessary.

This Webinar included some audience polling, so you might find it interesting to see how you compare to your peers on these questions.

Take a moment to watch the Marketing Measurement: Less Talk + More Action = Better Results onDemand webinar, and let me know what you think.


About Author

John Balla

Principal Marketing Strategist

Hi, I'm John Balla - a Digital Marketing Principal here at SAS focused on Content Strategy. I co-founded the SAS Customer Intelligence blog and served as Editor for five years. I like to find and share content and experiences that open doors, answer questions and maybe even challenge assumptions so better questions can be asked. Outside of work I stay busy with my wife and I keeping up with my 2 awesome college-age kids, volunteering for the Boy Scouts, keeping my garden green, striving for green living, expressing myself with puns, and making my own café con leche every morning. I’ve lived and worked on 3 contents and can communicate fluently in Spanish, Portuguese, Hungarian and passable English. Prior to SAS, my experience in marketing ranges from Fortune 100 companies to co-founding two start ups. I studied economics at the University of Illinois at Urbana-Champaign and got an MBA from Georgetown. Follow me on Twitter. Connect with me on LinkedIn.

1 Comment

  1. John, I will plan to use this rubric to communicate leadership expectations to our marketing teams. Getting beyond conversions to revenue and other critical success factors is a 2011 focus.

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