We are continuously surprised by the lack of measuring and testing of online marketing campaigns. We’ve worked with organizations of all types and it continues to be a reoccurring theme. As marketers, it is up to us to “paint the picture” of how our campaigns support the business objectives. It is just as critical to demonstrate that value of online marketing campaigns by tracking, recording, and measuring the effectiveness of our campaigns. Without measuring our campaigns, it’s difficult to implement A/B or multivariate testing to improve marketing efficiency and reduce the cost over the long-term. Be sure to translate how your online marketing programs equate to management or ownerships metrics. Remember to KISS (Keep it Simple Stupid), not everyone in your organization is a search engine marketing expert or understands web analytics.
Paint the Pictures, Demonstrate Value, and Translate the Implications on Business Objectives!
DaBrian Marketing Group
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