A recent report by TrackMaven asked 200 marketing leaders across 19 different industries about how they measure the effectiveness of their marketing efforts. The results show that marketers are still relying on 'vanity metrics' such as likes, shares and views, rather than calculations of how the marketing has impacted the bottom line.
This needs to change if marketers are going to be able to justify future increases in budgets for new campaigns. It's no good going to the CFO with how many re-tweets you got. The only sustainable way to grow your marketing department is to be able to clearly demonstrate that is leading to increases in leads and sales, and thus contributing to the business growth.
Marketers need to invest in better analytics for measuring their success and implement KPIs which reflect this.
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
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