Twenty Measurement Insights from a Career in Marketing: Part 2

A few weeks ago, I was asked to talk about the value of a career in analytics at my alma mater, Western Washington University College of Business & Economics. Since I’m not a quant per se, I elected to speak from my experience. Below, is the second installment of the twenty insights from my career in digital marketing. You can read part 1, including the first five lessons in analytics here.

Clearly define goals and associated metrics

The most successful client engagements I’ve been a part of across 9 agencies and 20+ years as a marketer had one thing in common: clearly defined goals and metrics. Years ago, I had the opportunity to work with a large national bookseller, increasing ROI through troubling times for the company. Unfortunately, after nearly a year working together, we could not agree with the CMO regarding objectives, strategies, tactics and metrics. Realizing we were set up to fail, I resigned the account. More recently, a similar ecommerce client we enjoy working with shared disappointment in our performance, despite a lack of clearly defined accountability, goals and metrics. From our perspective, our output and performance were strong, yet our client was measuring us on different metrics and data. Apparently, my learning curve is relatively flat and I’m now requiring the goals and metrics definition as part of our onboarding process with all new clients.

Measure the past to inform the future

History is a rich source of insights, especially if we pay attention to the lessons within the data. The U.S. armed services are particularly adept at this. Any given weapons may have a small user manual, but the required reading surrounding the use of that weapon is exhaustive. One of the most powerful tools we use as a leading indicator of our future success at Anvil, is Net Promoter Score. Twice a year, Anvil sends a brief survey to its clients to evaluate the quality of their experience. The process helps us identify strengths and weaknesses and improve the customer journey. It’s also known for being an accurate leading indicator of future company health. There are many ways to leverage historic data to inform future decisions, so make sure you build surveys and analysis into regular business rhythms.

Act on real-time analytics

What is the point of building and sending out surveys if you don’t act on the insights? More importantly, the impact of responding quickly and adjusting based on those insights can have exponential impact. A few years ago, I was teaching a workshop in Singapore and was staying at the Pan Pacific Hotel. Halfway through my visit, I received a mid-stay survey. I was pleased with the service and only casually mentioned the bed was firm in the comment box (as I had a stiff neck from travel and thought a softer mattress would have been better for me). I submitted the completed survey around 1 pm and was back at the hotel by 5 pm (still jetlagged) and about to take a quick nap before dinner. I received a call from the front desk at that moment, asking if I’d had an opportunity to check out the new pillowtop mattress. I was blown away that they’d read AND acted upon my survey. More than seven years later, I’m still telling that story, and it cost them very little to delight me, beyond creating a responsive corporate culture. Related article: Impact Marketing: Winning Customers with Quick Wits.

Predictive analytics are the future

For years, I’ve been pushing my team and clients to think two steps ahead. Predictive analytics have been around for some time now, but very few companies have the interest and ability to implement a predictive analytics program. While large consumer and tech brands have leaned forward on predictive analytics, tools are becoming increasingly more affordable, which provides an opportunity for smaller organizations to benefit from algorithmically-driven sales and marketing programs that anticipate and leverage trends in buying behavior.

Good analytics intersects art and science

Having grown up in the world of market research, I’ve always been amazed at how infrequently small companies invest in research and how much large companies do invest. Unfortunately, most marketers see researchers as nerdy wonks, and not artists. Good research can provide validation and great research can provide amazing insights. One of the best examples of research-driven creative is the Got Milk? ad campaign. Regardless of the scientifically-proven health benefits or adverse effects of milk consumption, one nugget the ad agency Goodby, Silverstein & Partners gleaned from its focus groups was simply that milk made certain foods better (cookies, ice cream, etc.). The ad campaign took a creative approach to sending that message. Thus, the Got Milk? campaign become one of the most iconic and successful ads of all time.

Over the past few decades, I’ve learned a great deal about the power of measurement, and the above insights are just a handful to get conversation going. Before you comment below that I missed a few lessons, wait for part three of four, coming soon. Stay thirsty for learning my friends.