Marketing Results Matter… and How to Drive Results

We are all too familiar with the rising performance pressures on marketing departments to drive results. Most of what marketers do now can be tracked, analyzed, and improved upon; but many organizations still lack the ability to push performance to the next level. We have three keys to success that we have found crucial in driving results.?

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1. Proper Measurement??

Proper measurement means getting as close as possible to understanding user behaviors that are driving results. There are no excuses any longer for not measuring results. Whether your organization is employing online or offline tactics, there are ways to measure. Leveraging tracking parameters online is important to understand the specific performance from each marketing platform and tactic. Then, as we think about offline measurement, leveraging specific codes and beacon technologies in conjunction with online tactics can help bridge the gaps toward understanding marketing performance.?

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1. The Right Key Performance Indicators?

Many organizations get stuck in the pattern of measuring key performance indicators that have been used for years, which may or may not serve them any longer. Both marketing and the ability to measure and analyze data continues to change, therefore key performance indicators need to be continually evaluated to drive optimal results. The right key performance indicators depend on the goals of the organization, then furthermore depend on the goals of the specific media platforms and parts of the marketing funnel. For example, we see some organizations still measuring impressions as a key indicator without an emphasis on impressions being seen. We also see organizations use the same metrics for measuring video as they do display and paid search when each of these should be measured in different ways.?

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1. Look Forward?

The organizations we work with that are most successful are those that are forward-looking in their marketing approach. Organizations willing to be at the cutting edge of marketing to try new tactics and get ahead of their competitors. This can take the form of different types of ads that catch attention to testing new ad formats and platforms to audience and segmentation testing.?

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We’d love to talk with your organization about how we can help you drive results and make the most of your marketing dollars. Reach out to us at cginfinity.com for how we can help.?