What interests me about marketing is its dynamic nature. There are no set rules—it's an ongoing evolution. I'm looking to explore this process as we seek to integrate, execute, and measure to continuously improve yourmarketing ROI.
Sound familiar? Many companies believe they deliver on marketing ROI, but what they generally deliver iscampaign ROI—a single campaign-email or direct mail, a single point in time, or a “high-five” for getting the campaign out the door. Even more “high-fives” if there are actually leads generated!
Is that lead considered ROI? Absolutely not! Too often companies are tracking "leads per investment" instead of "return on investment."
Ture ROI comes from viewing the complete marketing continuum—from business intelligence to data intelligence and data delivery (communication event) all the way through to response analysis, sales tracking and finally, the financial results that provide the ability to measure the efficacy of the entire effort.
Once prepared for the dynamic nature of the marketing process, you’re better able to adapt quickly to market changes, respond to immediate opportunities and more importantlymeasure true marketing ROI. I look forward to sharing how we use integrated solution frameworks to manage this ongoing evolution with you.
