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The MarTech Digest
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To measure marketing performance, CMOs and top marketers of high-performing brands use KPIs and metrics that measure Marketing's contribution to sales and the business. Check out the stats here.
Marteq's insight:
Clicks? Who gives a damn? And Excel for reporting? Oy...
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Dashboards can and should be customizable for each business’s unique marketing goals. It serves as a way for marketing teams and their leaders to track their progress toward goals and ROI, as well as a way for marketing leaders to attribute marketing activities to business outcomes. This is especially important for CMOs, who can be the first to get fired if a company fails to hit its growth goals.
Marteq's insight:
Way too many to summarize here. CT for the details.
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Digest... Sometimes the least common KPIs offer the deepest insight into performance. Here are the top four most important (and least-often used) KPIs you should be utilizing: → Average Time Before a Purchase It’s important to compare this analytic against the industry average as well as your company’s historical data. If the average time is growing, consider what may have changed. → Spam Complaint Rate If your spam complaint rate is on the rise, consider what you may be doing to encourage this growth. → List Growth
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Marteq's insight:
The big one is the last one, and how often do we chart this? Very good point.
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Intermediate/ Digest... Though marketing and sales are often different departments, in the end their goal is the same – to bring more customers into the company. Which is why it’s important to make sure they’re aligned, and that communication is constantly flowing between the two teams. One of the best ways to do this is by watching and sharing metrics that are essential to your bottom line.
This eBook covers 10 of these essential marketing and sale metrics, detailing:
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Marteq's insight:
Clean, concise presentation of 10 KPIs upon which to align. Wonderfully done.
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Intermediate/ Digest... Personally Provided Information (PPI): personally identifiable information freely given in exchange for perceived fair value over time.
Freely given information is not captured, scraped, bought, traded or handed to you like an IP address. This information is intentionally given to you by the individual, with full knowledge of the transaction.
Consider Personally Provided Information (PPI) a new metric to determine if your marketing team has the chops to play in a data-filled but privacy-worried world.
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Marteq's insight:
I like this...a lot! If you're able to secure this information directly from the constituent, then it shows trust, and it's a basis for ongoing communication. And it's measurable. I'd consider this as part of your KPIs.
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