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As a true supporter of the ‘measuring is knowing club’, the intangible nature of marketing is something that frustrates me every now and then. The visibility of ‘soft’ marketing activities is often not measurable one-on-one, while some certainty is nice, for example to be able to justify the marketing budget and certain choices. Where to start to create certainty?

Setting goals and KPIs

Goals and KPIs can differ per company, campaign or marketing channel. Step 1 is to get a clear picture of what your marketing efforts should yield and step 2 is to start monitoring the right data for this. Marketing goals can, for example, be related to improving the image, improving brand awareness or encouraging the target group to take action. A sub-goal can, for example, be about interaction on an online channel. Especially with a (sub)goal that is difficult to quantify (interaction can be interpreted in several ways), it is important to make it SMART and determine which information contributes to measuring this.

Qualitative measurement

Listening to the target group is also an important point. I like to apply all kinds of marketing theories to arrive at the right approach and message. But does the message get through, do we even reach the right target group? What seemed like a good plan in theory but does not work well in practice? Sometimes the best solution is to ask the target group directly. By tackling this in a structured way, a collection of data is created that you can use to further align your marketing activities.

Creating insights

By regularly monitoring the data and comparing it to previous data, you may be able to discover patterns. These patterns give an indication of whether you are on the right track with your marketing efforts, or whether something in the strategy may need to be changed.

More info?

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