Sunday, 30 December 2012

Measuring marketing impact & customer experience

Understanding your customers' experience and the impact of your marketing activity (on and offline) should be a priority for 2013. If you're committed to improving the user experience and getting value for money out of your marketing expenditure then plan to measure.

A couple of items to give you an overview of what you should be thinking about and what you can realistically aspire to.

First, a great infographic from Adobe and that illustrates just how little is done at the moment (so don't get too downhearted) and provides a few helpful tips.

Infographic: Making Sense of Marketing Attribution by Econsultancy

And a short article on explaining why marketing attribution should matter to you and providing a bit of follow up reading.

Why You Should Care About Marketing Attribution - article by Casey Szulc for

The bottom line here:
  • You're never going to be able to comprehensively measure the customer experience but don't let the lack of absolutes put you off
  • If you don't plan for measurement in your marketing activities, you'll struggle
  • Combine what you learn across channels - online and offline - for maximum benefit

Related post

Google cross-platform research findings (September 2012)

No comments:

Post a Comment