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Are you currently measuring the impact of your marketing activities on your company’s bottom line? Measuring return on investment for activities across multiple channels often requires large samples of data and can include many variables. It is important to try and achieve an accurate measurement, as it quantifies your marketing spend in both online and offline activities.
Measuring ROI usually involves:
- Defining measurable goals
- Embarking on measurable activities
- Establishing metrics to measure the success of each activity
- Evaluating campaign results
- Tracking sales revenue through business development or the sales pipeline
- Assigning and weighting touchpoints to leads generated
- Testing different variables (offers, creatives, target audience)
- Readjusting your marketing mix based on measurable results
Benchmarking your current position and defining your goals are the first step in the process. Any changes to marketing strategy can then be measured and compared against your baseline figures.
Why Intendance
Intendance offers a full range of online marketing activities. We work with you from the initial stages of benchmarking and positioning through testing and measuring campaign effectiveness.
We can help you develop unique landing pages for specific campaigns, including offline campaigns. Our marketing team will help you get the most out of your marketing spend, with recommendations for cost effective activities that can be measured, tested, and adjusted when needed. Results are typically visible immediately for online campaigns, allowing you the opportunity to see what is working and what isn’t before your budget is spent.
Test One Variable at a Time
Generally speaking, four variables will impact the success and the cost of any campaign:
- The target audience (e.g., the list you’re using)
- The vehicle (for example, e-mail vs. print mail)
- The offer (e.g., white paper, Webinar registration)
- The creative
