By Chuck Thomas / in VALCORT DNA / June 10, 2016
Valcort’s 35 Keys to Business Growth: #21 We have specific, consistent ways we collect data
and track customer response to every advertising, marketing and sales effort. We use this information to measure our marketing and sales efficiency and effectiveness.
For more than 10 years we have been asking executives to rate their companies’ performance in each of 35 best practices. One that is consistently troublesome to companies large and small is #21– tracking customer response to sales and marketing efforts. It’s a thorny problem.
Companies faithfully measure production, profit margins, overall sales, and many other metrics. But ask them how well an advertising campaign is doing, how effective their marketing is, or if their reputation is getting better or worse, and most company leaders are vague, fuzzy, uncertain, even mute.
Most companies simply don’t spend the money or the time necessary to measure response at a granular level, even when they spend a good deal of money to communicate.
Why is that? Here are a few reasons:
How to track the effectiveness of online marketing campaigns
There are several steps that are involved when it comes to tracking the results online campaigns. Here are some examples of the way many companies do it these days.
Here are some of the most popular tools that can help you track the effectiveness of online marketing campaigns.
How to Track Offline Marketing Campaigns
If you place ads in print magazines or newspapers, have a commercial on TV, pass out brochures or pamphlets, exhibit at conferences, have a billboard on the side of the road, or utilize vehicle wraps, then you may already be struggling with measuring your offline marketing results. Here are a few easy ways to track offline promotions.
The most important step is the first one. Get started in your efforts to measure the success of your marketing and communications. The things we measure are the things we improve. It is only by clear tracking and collecting data that we have any idea if we are getting better or worse. Tracking can help us spend that time in better ways, more consistently.