"What have you done for me lately?"
"How do we know they would not have become a customer anyway?"
If you are involved in marketing you probably have heard those two questions. The reality is, the majority of executives don't think their marketing is focused enough on results.
What do exectives want to see? More revenue.
A study conducted in 2011 revealed 73% of executives did not believe their marketing people have business credibility.
That being said it is critical that marketers know the metrics that matter to management. Here are some key metrics that marketers need to understand to have credibility with management:
- Customer Acquisition Cost
- Marketing % of Customer Acquisition
- Customer Lifetime Value
- Time to Payback
- Marketing Originated Customer %
- Marketing Influenced Customer %
We've created a FREE cheat sheet to help you provide the metrics will prove your credibility:
You have the strategy. You have implemented a plan.
Likes, Clicks, Retweets, Followers and Fans do not validate your plan unless you can tie them to revenue generation.
You need to know how to calculate marketing ROI- Return On Investment.
Does this sound familiar?
Your business invests money in online marketing but you aren't sure if that marketing is generating revenue. Everyone tells you that clicks mean success, but what your business really needs is more customers. At the end of the day, you just want your online marketing to do what it is supposed to do and grow your business!
Phil Wiseman is the Founder of Analytics That Profit.
He is a certified Google analytics expert...
He works with companies that devote time, energy and money into email and social media but who have no idea if it's working. He helps them by conducting a deep analysis of their website analytics to see what's really going on - are they getting clicks or customers? As a result, they are able to measure the results of their marketing and make more intelligent business decisions that will result in higher revenues.
He earned a B.S. Degree in Chemical Physics from Centre College in Danville, Ky. He is certified in Google AdWords, Inbound Marketing ,Social Media and HubSpot certified. Analytics That Profit is certified in Google Analytics. He is also an ASQ Certified Manager of Quality/ Organizational Excellence and ASQ Certified Quality Auditor. This background in quality allows him to use proven methods and tools for continuous improvement to enhance user experience with your business.