Return on Investment
Return on Investment
Banner Ad Clickers Not Like Other Web Users: Study
That lead generated through your banner ad was probably from a consumer between the ages of 25-44, with a household income under $40,000. This demographic accounted for 50% of all banner-ad clicks, despite comprising only 6% of the population, according to a new study....
Marketing Accountability and ROI, Part I Back to the Future of Marketing ROI
In the last few years, marketing accountability has evolved from being a directive of industry analysts and thought leaders to become a full-fledged strategic imperative for corporations. ...
Consumer Goods Analytics: It’s All About the Store!
When it comes to what’s most important for consumer goods companies, it’s all about whether product is on the shelves and selling. Since enormous marketing investments are made in product-specific promotional campaigns, the ability to accurately ascertain a campaign’s resulting up-lift is critical. ...
Making Sense of Customer Value
If you Google the term “customer value” you will get back 156 MILLION hits (to put that into perspective, the term ‘customer relationship management’ has 36 million.) It is one hot topic in marketing these days. ...
Catalogers Offer Views On A Metric Too Many
When it comes to analytics, is there such a thing as too much information? Very much so, and here’s a nifty trick to find out if you’re going too far: “If you can’t remember all your metrics, you are probably measuring too many,” says Bruce Detweiler Breckbill, vice president of direct sales for Lehman’s, a Kidron, OH-based marketer that sells a variety of household products that don’t rely on electricity....
Brand Metrics: Which Ones Should You Track?
What causes you to wake up at 3 a.m. in a sweat? For marketers, it may be response rates and clickthrough rates, For CFOs, it’s cash flow and net asset value. ...
The “Holy Grail” of Marketing Metrics
Last issue’s article, “Is Marketing ROI Dead?”, discusses how companies need to begin shifting their ROI viewpoint from campaign and product silos to a more holistic marketing performance management strategy. It advises on two key steps to begin this evolution. This article will elaborate on the first of those steps – how to determine the right marketing metrics to measure....
5 Keys to an Effective Marketing Dashboard -Part 5:Designing a highly engaging user interface
In the final installment, we turn our attention to the importance of deploying your dashboard in a way that will promote not just usage, but real interactive engagement that leads to learning....
Is Marketing ROI Dead?
Used to be that getting lift on your creative tests, great response rates, or a positive return on investment (ROI) on a specific campaign was good enough for marketing to declare success. Unfortunately, that isn’t cutting it these days because of the increasing scrutiny being placed on marketing organizations as a whole. The chief marketing officer (CMO) and senior marketing executives are under constant pressure to prove their impact on overall business....
Web Analytics Put FootSmart a Step Ahead
FootSmart, a direct retailer of foot and lower-body healthcare products through both catalogs and the Web, found itself in a bind managing its cross-selling opportunities on the product pages of its Website. The company sells more than 1,000 products for comfort, health and pain relief, from shoes and hosiery to back supports and bunion protection....
Customer Capacity: Understanding the Upside
Marketing best-practice dictates using options that best meet our financial objectives. Since money is scarce and everything costs money; return on investment rules supreme as the great leveler. While marketing has more options than the financial market has mutual funds (there are some 55,000 worldwide) finding the right target group is just as important. That's why it's critical to use a customer’s total spending as one means of deciding where to focus....
Keys to an Effective Marketing Dashboard: Part Four
Measuring the long-term value of marketing in creating customer preference and loyalty for your brand(s) is critically important in determining the return from the investment. ...
Quest for ROI Drives Media Spending: Veronis Suhler Stevenson
Marketers who pitch incentive programs to the top brass better have their arguments in order: Nearly 18% of CEOs surveyed in 2006 feel the ROI generated by these types of activities was "far less than expected" or "less than expected", up from the 11.3% in 2005....
CEOs Question ROI of Incentives
Marketers who pitch incentive programs to the top brass better have their arguments in order: Nearly 18% of CEOs surveyed in 2006 feel the ROI generated by these types of activities was "far less than expected" or "less than expected", up from the 11.3% in 2005....
Five Keys to an Effective Marketing Dashboard: Part Three
In the pressure of today’s business environment to produce quantifiable results, the challenge of measuring marketing effectiveness has been, well, perverted....
Survey Asks: Are Marketers Measuring Up to ROI?
For all the noise about marketing analytics' importance, there's very little actual spark. A survey of marketing professionals revealed that more than half believe their dashboard use, marketing ROI technology use or projections employing ROI planning is weaker than it should be....
How to Prove the Value of Your Database
If you’ve been in direct marketing for more than a few months, you already know the basics of setting up test cells that will deliver statistically projectable results measurement. However, you should consider creating an enterprise-wide control group--to help you determine the value of your database marketing program. ...
Tip From Tooker: Set up ROI Measures in Advance
If there is a single inviolate rule in database marketing, this is it. It’s just amazing how often otherwise very smart marketers discover that they’ve put a campaign, a new product launch, sometimes even an entire database marketing program together without first determining with specificity how they’re going to measure it on the backend to figure out how much money they made or lose in the effort. ...
Marketers Short on Analysis and Measurement Skills, Study Shows
Marketers need to acquire new skills necessary, especially in the areas of analysis, measurement and search engine optimization, which are becoming more important than traditional marketing competencies, such as branding and product promotion, a recent study found....
Boost the ROI Benefits of Analytic CRM
Your company has identified the difference between operational and analytic CRM. And you've gone ahead and oriented your customer management efforts toward an analytic bent. So why isn't the return on investment skyrocketing? ...
Database Marketing and ROI
Measuring return on investment for customer acquisition is a fairly clear-cut proposition. Most businesses have a reasonably good idea what kind of revenue a new customer will generate in a year, and they know how much profit that revenue will create. ...
The Second Key to An Effective Marketing Dashboard
In some cases, it makes sense to start structuring a dashboard and build your knowledge and understanding rather than investing in rocket science analytics that may miss their insight target completely....
Keys to An Effective Marketing Dashboard
By now, most marketers are clear on the need to improve their marketing effectiveness measurement. Unfortunately, the question of how still lingers broadly....
Yuletide Metrics Sets Marketers’ Hearts Aglow
Online retailers will pull back from the physical world and move to the virtual one this December holiday season. And as they do, the metrics they use to evaluate their demand generation efforts have evolved....
Top Marketers Can Forecast Spending Impact: Survey
If it were necessary to cut marketing spending by 10%, would you be able to forecast the impact on sales? Marketers answering yes are part of a small-but-growing crowd. ...
