Marketing ROI isn't all cut and dry these days. This deck gives you a brief run down of 9 things you really need to thinking about in planning the measurement of your marketing activities across all sales channels.

1. 9 Key
Marketing
Metrics
Every Company
Should
Measure

2. Organizations
should begin to
standardize
marketing
measurements
across their:
- sales channels
- business units
- media

3. With standardized measurement, you can get
closer to the more complex process of tracking:
- Corporate Brand Equity
- Market Share
- Marketing ROI
- Product & Customer Profitability

4. Here are the
9 Key Marketing
Metrics
Every Company
Should Measure…

5. Cost to Generate Traffic
Multichannel marketers are
tracking the costs to
generate traffic to their sites
from all possible sources.
These often include the costs
to complete the
transaction, which can
include a call center or the
technical support of the site
itself.

6. Marketing Spending Metrics
Marketing Spending
Metrics are often looked at
to try to establish the ROI
value of incremental
spending.
Some of the measurements
in this area include cost per
impression, reach, frequenc
y, share of voice.

7. Visitor Acquisition KPIs
Visitor Acquisition KPIs are used to understand
the health of the sales funnel.
Types of things you’d need to define first:
• What is a visit?
• What is the source of the visitor?
• What is a return visitor?
• What is a unique visitor?
Tracking sources often requires the integration
of multiple reporting tools.

8. Site Effectiveness Measurements
Look at the conversion
effectiveness of the site or
channel.
The sales funnel is critical
here.
How efficiently can a visitor
be turned into a customer?

9. Conversion Metrics
Definitions are critical
in conversion metrics – especially if
the conversions of one channel are
to be compared to others.
What does a conversion mean?
The problem of properly attributing conversions to
their sources is common and must be consistent across
each channel.

10. Buyer Metrics
Buyer Metrics includes the
frequency of purchases, or the
retention rates of customers that
can be rolled up to overall market
share, brand equity and/or
customer lifetime value.
The most quoted Buyer Metric is
typically the Average Order
Value, or the AOV, which is used to
understand and compare different
groups of buyers.

11. Revenue
Multichannel and e-commerce
marketers track revenue carefully
to compare the margin generated
from each channel, to determine
the value of incremental sales, and
to guide pricing and promotion
decisions.

12. Customer Loyalty & Profitability
Companies use these metrics to understand the
value of their individual customers, regardless of
which sales outlet they have chosen.
Again, this is an area where definitions are critical
from one channel to the next.
The methodology for the measurement of loyalty
and customer-level profitability can vary
considerably from company to company, depending
upon the purchase dynamics of the product.

13. Profitability and ROI
Categories of Metrics can include:
- Channel margin from each channel selling
different products.
- Performance compared to sales target
- Net Profit
- Return on Sales
- Return on Investment
- Net Present Value
- Return on Marketing Investment

14. And so…
Any one of these 9
key marketing
metrics can be
challenging to reach
without integrated
databases and mark
eting technology.

15. Creating clear definitions across departments
and channels is critical.

16. As data and tools begin to converge,
more and more marketers are
building their ability to measure
these key performance indicators
and use them to make smarter
decisions across the marketing
organization.

17. Engaging your customers
through analytics, strategy and technology
Our Blog: FifthGearAnalytics.com
Web: SigmaMarketing.com
Twitter: @SIGMA_MktgGrp
Call Toll Free: 888.277.9837
Email: SIGMAinfo@sigmamarketing.com
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