In this video, learn about the four metrics that tie every marketing activity to the business results of your company and how to use them depending on your company's specific profile.
- [Instructor] Analyzing marketing performance…step by step on each of your marketing activity…is a great way to understand what's working…and what needs improvement.…Not only with an activity, but also in general,…when comparing different marketing efforts…between themselves.…That's how you know why your events don't have enough…participants or why there's not enough results…from your marketing campaigns, or why one is more successful…than the other.…And that's only part of the equation.…
The real aim of all those activities is to generate…a positive business impact that's adding customers…and revenue in a profitable way.…So every marketing performance analysis should finish with…the link to your business performance.…Usually, this means four things: generating sales leads;…generating business opportunities;…generating incremental revenue;…and generating incremental profitability.…Those four business impact metrics are triggered one after…the other and there's a time delay between each one of them…Sometimes it's very quick.…
- Evaluating marketing's business contribution
- Analyzing results vs. vanity metrics
- Extracting raw data to build dashboards
- Reducing human errors
- Analyzing marketing activities
- Linking actions to business impact
- Analyzing your account database and contacts database
- Analyzing paid ads and social media
- Using a common framework to analyze marketing activities
- Analyzing individual marketing activities over time
Skill Level Intermediate
1. The Marketing Cycle and Business Contribution
2. Analyzing Marketing Activities
3. Improving Marketing Performance Using the Natural Selection Process
Next steps2m 40s
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