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Rescooped by Evan Ranum from Beyond Marketing
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Four Layers of Marketing Measurements

There are days when all the advice about the metrics marketing should use feels overwhelming.  I’m reminded of a quote from Lewis Carroll’s Alice in Wonderland – “If you set to work to believe everything, you will tire out the believing muscles of your mind, and then you’ll be so weak you won’t be able to believe the simplest true things.”

Much has been written about how to measure the effectiveness of marketing, but most of the current literature and research focus on measuring the success of tactical marketing activities or of individual marketing groups. Literally hundreds of measurements are available, but categorizing them in a way that’s meaningful to different stakeholders – that’s the hard part.  The metrics that are most often leveraged by marketing managers to track the health of their programs or campaigns will appear irrelevant to the CEO and executive management. That may not be fair, but it is realistic.


Via Denis Failly
Evan Ranum's insight:

Aiming to be a marketing professional myself, i really enjoyed reading this article as it touched on things that I have often wondered. Such as how do CEO's measure the effectiveness and contributions of their marketing team to the success of their brand or sales of product. I will definitly keep in mind "the four layer of marketing measurement" through my career in marketing.

more...
Denis Failly's curator insight, June 7, 2013 11:26 AM
The first layer is your contribution to strategic planning and impact on offering development.The second layer is your brand promise, image and reputation.The third layer is your sales campaigns.The fourth layer is activities included in the marketing mix, either at a program or an individual activity level. For example, many providers have adopted a series of metrics targeted specifically to each marketing communications media or method in layer four.
Dave Everitt's comment, August 22, 2013 5:10 PM
Evan, I think this article gives some good guidance as to the aspects marketers must pay attention to when they are looking at a marketing investment. The key layer for me is the fourth. Ensuring the marketing mix is right will go a long way to determining the success (or not) of your campaign.
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Rescooped by Evan Ranum from Beyond Marketing
Scoop.it!

Four Layers of Marketing Measurements

There are days when all the advice about the metrics marketing should use feels overwhelming.  I’m reminded of a quote from Lewis Carroll’s Alice in Wonderland – “If you set to work to believe everything, you will tire out the believing muscles of your mind, and then you’ll be so weak you won’t be able to believe the simplest true things.”

Much has been written about how to measure the effectiveness of marketing, but most of the current literature and research focus on measuring the success of tactical marketing activities or of individual marketing groups. Literally hundreds of measurements are available, but categorizing them in a way that’s meaningful to different stakeholders – that’s the hard part.  The metrics that are most often leveraged by marketing managers to track the health of their programs or campaigns will appear irrelevant to the CEO and executive management. That may not be fair, but it is realistic.


Via Denis Failly
Evan Ranum's insight:

Aiming to be a marketing professional myself, i really enjoyed reading this article as it touched on things that I have often wondered. Such as how do CEO's measure the effectiveness and contributions of their marketing team to the success of their brand or sales of product. I will definitly keep in mind "the four layer of marketing measurement" through my career in marketing.

more...
Denis Failly's curator insight, June 7, 2013 11:26 AM
The first layer is your contribution to strategic planning and impact on offering development.The second layer is your brand promise, image and reputation.The third layer is your sales campaigns.The fourth layer is activities included in the marketing mix, either at a program or an individual activity level. For example, many providers have adopted a series of metrics targeted specifically to each marketing communications media or method in layer four.
Dave Everitt's comment, August 22, 2013 5:10 PM
Evan, I think this article gives some good guidance as to the aspects marketers must pay attention to when they are looking at a marketing investment. The key layer for me is the fourth. Ensuring the marketing mix is right will go a long way to determining the success (or not) of your campaign.