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Marketing ROI

Best Practices
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Are Your Marketing Investments Paying Off?
Bidding for keywords. Commissioning content. Sponsoring events. Putting logos on NASCAR vehicles. Marketers make hundreds of buying decisions as they seek to achieve their objectives. But how can you be sure your investments are truly paying off? And how can you make continual improvements in your investments? If you want to understand how your buying decisions affect your organization’s overall growth and revenue objectives, focus on calculating your marketing ROI.

The Challenges of Calculating Marketing ROI
Calculating marketing ROI seems like it should be easy – especially when you consider that today’s marketers have access to powerful reporting and tracking tools through web analytics, customer relationship management (CRM) systems, and cross-channel marketing analysis. Marketers can use these tools to track the money they spend on marketing programs that generate sales and revenue. How hard could it be to connect the dots?

Unfortunately, it’s sometimes difficult to attribute marketing ROI to any one program or campaign. Here’s why: suppose your organization spends heavily on social media. A specific Tweet brings a prospect to your website (easy to measure via web analytics), where she signs up for your newsletter (easy to measure via a marketing automation system). So far, so good.

But what if the prospect doesn’t end up buying anything from your organization for months? Meanwhile, she visits your organization’s website four times, clicks through on three marketing newsletter articles, downloads information, and also attends an event.

Which of these touches should receive credit for the revenue? Should it be the first touch – the original Tweet? Or should it be the newsletter, which obviously appealed to the prospect because she opened each issue and even clicked through on three articles? Or what about the event, which was the last touch before the prospect finally became a customer?

Using Direct and Indirect Revenue Attribution
Most marketers measure the marketing ROI of programs via either direct or indirect revenue attribution. With direct attribution, all of the revenue from a sale is attributed to only one marketing touch. In the example above, most marketers would credit the last touch before the prospect buys. With indirect attribution, the revenue from the sale is apportioned evenly across all touches.

Marketers should stop choosing direct over indirect attribution and instead use both. In this model, marketers can compare the programs that were most effective at getting prospects to buy with those that were influential across multiple sales. That way marketing ROI becomes a key component of an enterprise revenue performance management strategy.

Growth Hacking for Higher Education

As competition in the Higher Education sector heats up, marketers are looking at innovative new ways to drive growth through student acquisition and retention.
Find out what Growth Hacking is, why it’s important and how to create a Growth Hacking culture within your institution.
During this webinar we will explain: 
•What Growth Hacking is, and why it’s more important now than ever before
•How to leverage Growth Hacking strategies to drive student acquisition, conversion and retention
•How to build a Growth Hacking culture, strategy and mindset

Marketing Automation Trends - What we can expect in 2017

Marketing Automation is now a mature marketing technique, but across businesses many of the available tools are not fully exploited. Learn how to improve your marketing across the customer lifecycle by successfully leveraging B2B and B2C marketing automation techniques. Through B2B and B2C business cases, you will learn: how to review their current marketing automation maturity, how to prioritise their future investments in the year ahead, how to map their current approach against different customer touchpoints to identify new techniques.

Bridging the Gap : How to Orchestrate and Personalize the Entire Customer Experience

This webinar will reveal how your organization can unify email and web orchestration with a strategy that will keep communications relevant and audiences engaged.

CMO Solution Guide to Leveraging New Technology & Marketing Platforms

As the marketer’s role continues to morph at light speed in an attempt to deliver a seamless positive customer experience across all touch points, so does the technology underneath and the associated headaches. Here are CMO peer solutions and a collective perspective on how CMOs are tackling this issue.

Why You Need To Be A Modern Marketer: The Business Impact of Marketing Maturity in the Age of the Consumer

Forrester found most companies are in the process of evolving marketing practices, but on average they are only about halfway to the goal of becoming customer obsessed. This report looks at the US & Europe markets.
The study found that marketing maturity has an impact on the business, marketing practices remain immature, and only 11% scored well enough to be considered a Modern Marketer. See detailed results and insights in this white paper download.

Marketing Budgets 2016

It’s an interesting time to invest in marketing. Organisations are committed to a customer-centric approach for competitive advantage. When coupled with the explosion of digital marketing, the groundwork is set for innovation. Organizations must embrace both data-driven digital expertise and strategy-led discipline. Marketers must also take ownership of accountability with one eye on innovation and the other on the bottom line. According to Econsultancy research, 52% of responding companies surveyed will increase their marketing budget in 2016.

The CMO Dilemma: Bridging the Gap Between Love and Money

Modern marketers are tasked with a daunting challenge. They must balance the needs and priorities of sharing customer love in the marketplace with making money to satisfy the C-suite and investors. They need to meet and exceed the expectations of empowered customers while adding shareholder value. Aberdeen surveyed more than 200 businesses about this key issue. Find out how top performing CMOs are able to overcome this challenge by using journey management, omni-channel, and analytics as key ingredients of their activities.