It’s the never-ending question from Finance and the C-Suite: prove your ROI! Measurement, and ROI determination specifically, is something inherently hard to do in marketing. But as more organizations come under budgetary pressure and Marketing becomes more important to other corporate functions, expect measurement to only become more important in the coming years.
Align marketing goals with corporate goals. You’ll learn how to ensure that marketing’s investments support corporate-level (not marketing-level) goals. By linking marketing activities and metrics back to corporate priorities, you increase Marketing’s credibility and give yourself a better platform to showcase your contribution to business performance. Our case studies from some of the world’s most advanced Marketing departments will show you how to collect cross-functional input on marketing metrics, give you tips for securing broad executive buy-in on marketing metrics, and how MLC can help you get input on activities and goals.
Select the right metrics. Once you’ve selected your goals, you’ll need to figure out how to measure them. Easier said than done, right? We’ll show you how to select a small set of meaningful metrics to track marketing performance, ensuring that you don’t invest resources tracking things not aligned to corporate goals. You’ll learn how to narrow down a list of meaningful metrics from the universe of potential ones and get tips for identifying redundant metrics. We’ll also show you how to use MLC tools to build a brand experience storyboard.
Design actionable marketing dashboards. So you’ve selected your goals and your metrics; how do you report progress? We’ll show you how to design user-friendly marketing dashboards that encourage stakeholders to incorporate marketing metrics into the decision-making process. You’ll learn how proper organization and aesthetics drive usage of marketing dashboards, how to design dashboards that are easy to use and act on, and how to design scorecards to communicate metrics effectively.
MLC members, please check out the “Performance Measurement” section of our brand-new Marketer’s Playbook for more.