Metrics, metrics, metrics.
As competition swells and consumers are inundated with more marketing content, more channels and more choices, marketers face growing pressure to prove that their campaigns are making an impact.
The good news: Marketers can transform every customer connection into an opportunity for growth by updating measurement strategies, says Karen Sauder, vice president of sales at Google.
Sauder offers three recommendations for improving marketing measurement.
1. Stop waiting for a perfect solution. Many marketers wait for a “perfect” measurement solution that doesn’t exist. Companies cannot always attribute sales to marketing activities. Instead, improve measurement with proxy metrics such as store visits or small steps toward major conversions, known as micro-conversions. Estée Lauder used Google Store Visits to correlate online store visits to ad clicks.