All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved

Introduction toMarketing Metrics

Presented BySue Windley

Marketing DirectorPragmatic Performance Group Ltdwww.pragmaticperformancegroup.co.uk

All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved

In any aspect of business

If you don’t / can’t measure it,why do it?

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Define what = SUCCESS is in your business

Measure only those elements that demonstrate success (or failure)

All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved

3 Key Types of Marketing Metrics

Activity

What is being Done

Milestones

Progress against Targets

Outcomes

Results Achieved

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Marketing Milestone Metrics: GPS for your business strategy

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Marketing Milestone Metrics: Use your Marketing Strategy as the Toolbox

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Marketing Activity Metrics:Speedometer for your business development

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Marketing Outcome Metrics:Stopwatch on your Sales Activities

QUALITY not just QUANTITY:

eg Number of hits on your website

How many = by target prospects?

Why will they buy?

Likelihood to buy?

Likelihood to add value?

All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved

Marketing Metrics

How to set your units of measurement

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Marketing Metrics:Empirical Measurement vs ‘Best Guess’

Outcomes = Historical Snapshotcompared to

Knowing WHY or HOW (causes)

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Behaviour (outcomes of actions)

Marketing Metrics:Key Determinants

versus

Attitudes (intentions/opinions)

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Quantitative (data / statistics)

Marketing Metrics:Key Determinants

versus

Qualitative (categories / feedback)

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Predictive (focus = look to future)

Marketing Metrics:Key Determinants

versus

Reactive (focus = learn from past)

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Incentives (encouraging subjective outcomes)

Marketing Metrics:Key Determinants

versus

Return on Investment (targeting objective results)

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Ability to Adapt (resource availability)

Marketing Metrics:Key Determinants

versus

Auditability (process measurement)

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Relativity (comparison)

Marketing Metrics:Key Determinants

versus

Uniqueness (skewness)

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Marketing Metrics

You can measure it,so go do it!

All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved

Sue WindleyMarketing Director

Pragmatic Performance Group Ltdsue.windley@pragmaticpg.co.uk

www.twitter.com/DangerousMktingwww.pragmaticperformancegroup.co.uk

Are you up to the Challenge?