We had an increased number of calls regarding marketing effectiveness. I thought it might be worth while to spend a minute discussing the topic.
Marketing effectiveness or marketing performance measurement (MPM) is the measurement of business results given a specific marketing initiative. There are many statistical methods that may be employed to produce metrics like promotional lift or campaign ROI ( return on investment ). These metrics become common measures for the organization and can be used to build a "test and learn" marketing cycle. This cycle enables an organization to be more efficient with their marketing dollars.
There are many software tools that can be setup to do this type of analytics. We have experience with the full spectrum of tools in this space. From Cognos reporting to Xcelsius dashboards, we can help build a process for collecting, analyzing and reporting on your marketing spend.
Call us to discuss how we can help your organization become a performance driven marketing machine.