Ever been confused by the term marketing metrics? It covers gross rating points, media impressions, and many other established measurements – plus new kinds of measurements and software tools.
Many fine web sites – run by consultants, agencies, professional organizations and software companies – deliver great detail about many individual metrics. That's handy if you already know what you're looking for. But in my experience as a consultant and public speaker, I've often met marketers who wanted to see the big picture first. Do you feel that way?
If so, you'll find this site useful. This site is an introduction to metrics (measurement, including the measurement of profitability: ROI / ROMI). It's for entrepreneurs and small business owners as well as people in marketing, advertising, and public relations in medium and large companies.
Let me introduce myself. I'm Joe Roy, a marketing consultant with 48 years of marketing experience. I've taught marketing metrics for 21 years. There's more on the "About" page, but right now let's get back to you, and what you want.
For the moment, you want context more than detail. You want to understand everything in perspective. You want to feel confident that you know what's right for your marketing, advertising or public relations program.
I promise that I will try to meet those needs, by talking about measurement in plain English and using simple math. In the few places where I have to use technical terms, I will define them on the spot or provide a link to a definition.
Wherever you may be with measurement -- if you're in the middle of using measurement tools and you want to take a step back and look at the big picture to get some perspective, or if you're an absolute beginner, this web site will help you.
Here's how the site is organized:
Marketing Metrics Primer: For the absolute beginner. This 10-page primer will introduce you, step by step, to Measurement. So start here.
Advertising Metrics: Seven popular metrics used primarily in advertising, described and explained, with comments on strengths and weaknesses
PR Metrics: Four traditional PR Metrics and what they can and cannot do for you
Measuring What They Thought: Measuring the states of mind among your audiences
Measuring What They Did: Measuring What They Did: the actions your target audience took as a result of your communications
Return on Investment: A definition of Return on Investment (ROI) and how to calculate it
Implementation: How to get started. The first steps you should take
Barriers to Accuracy: Four major Barriers to Accuracy, and how to avoid or work around them
Measure ROI and Boost Your Career: If you measure ROI, you can boost your career in three ways
Blind Spots: Three self-limiting attitudes can that stop you from measuring ROI, and how to overcome these attitudes
Site Map: This Site Map will help you find things easily on this web site
About Me: A few words about my experience
Contact: Contact Joe Roy, via email, telephone or snail mail, about marketing metrics