9-Ways to Cut the Fat From Marketing Programs:
Tracy Kemmer
VP Marketing Strategy & Analytics | Brand Management | New Customer Acquisition | Demand Marketing | Brand Marketing | Digital Expert | Leader
Marketing departments no longer get a free pass; they need to deliver measurable results.
New technology, new business models, and new expectations have given rise to the discipline of performance marketing, and for each dollar they spend marketers must now show corresponding results.
Performance marketing demands objective ways to evaluate what's working and what's not in relation to vendors, channels, media, and creative. Marketers need granular metrics like CTR, CPC, and CPA, as well as high-level indicators like ROAS (return on ad spend), that demonstrate how particular strategies and tactics affect the bottom line, profit margins, and cost efficiency.
Today, that means omnichannel measurement. Tracking how one channel functions in isolation no longer works. Marketers not only need to understand how channels work together but also to drill down into the nuances that provide actionable insight.