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 econsultancy.com 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 inc.com 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 Inc.com

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)