Chapter 18
Ten Ways to Measure Results (Beyond ROI)
IN THIS CHAPTER
Understanding what to measure to get the real results of your marketing campaigns
Measuring the true impact on your bottom line
Discovering key insights for future endeavors
Marketing and measurement are a science and an art, and it takes a commitment to figuring out how to do both things right to grow sustainable results and profits. Chuck McLeester (www.measuredmarketingllc.com) is a pioneer in marketing metrics. He was a frequent speaker for the Direct Marketing Association and contributor to Target Marketing magazine. Now he teaches marketing at Rutgers University.
In this chapter, Chuck McLeester shares the steps to measuring what matters most for long-term success. This chapter presents ten methods to help you measure the real impact of your marketing campaigns and programs, and gain insights on how to best execute future campaigns for boosting results and efficiencies.
Establish Clear Objectives
Like any investment or initiative, you need to define what you want to accomplish and what you want to measure. Too often, marketers don’t end up with the correct data points at the end of a campaign to effectively ...
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