“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
– John Wanamaker
To this day, marketing pioneer John Wanamaker’s quote rings true for many marketers… but it doesn’t have to. In a digital world, campaign & program analytics are just a click away. But having access to detailed reporting doesn’t always translate to proving ROI. Before any marketing endeavor, you need to determine what success looks like so you know when you get there. Mapping out your goals, as well as micro & macro conversions, for each campaign is imperative to help formulate the data points that will drive your reporting and ROI. Using tools like Google Analytics, Facebook & LinkedIn pixels, GURLs/PURLs & your automated marketing or email dashboard will help you measure performance. If you are running several ongoing campaigns, we recommend monitoring individual performance, as well as a monthly comprehensive review compiling the metrics & ROI of all campaigns. Use this data to help make adjustments and continually improve.
