For campaigns to be effective, results and metrics must be constantly reviewed, and actions improved for best effect.
Site visits, conversion rates, leads generated per channel, social media engagement, blog post shares, email click through – there’s a daily sea of data to delve into.
But when it comes to proving the impact of your marketing efforts to your boss, how can you pick the most valuable metrics to present?
While your boss is likely aware of the impact marketing teams can have on your organisation’s bottom line, around 73% of executives don’t believe that marketers are focussed enough on results to truly drive incremental customer demand.
So what marketing metrics can you give that matter to execs, and reassure them in the credibility of marketing campaigns?
Typically, you should expect to report on data that deals with the total cost of marketing, salaries, overhead, revenue, and customer acquisitions.