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This primer (introduction) is especially for marketing, advertising and PR people who have not studied marketing metrics and have had little or no experience implementing it. This is where to start.
Marketing Metrics Process
Defining Your Potential Results
Assessing Your Potential Results
Assessing Other Sales Opportunities
Assessing In Special Situations
Tracking Results Forward
Tracking Results Backward
Tracking in Special Situations
Optimizing Your Marketing Program
There are seven popular advertising metrics that measure what you did, as opposed to what your audience did. They are navigational metrics; that is to say, they can help you steer your program toward higher profitability, but they cannot measure profitability.
There are five popular public relations metrics that measure what you did, as opposed to what your audience did. They are navigational metrics; that is to say, they can help you steer your program toward higher profitability, but they cannot measure profitability.
Your audience’s thoughts about your communications, as opposed to their actions. Actions are covered under "Measuring What They Did."
The actions your audience’s took after seeing or hearing your communications, as opposed to their thoughts.
What ROI/ROMI is, how to calculate it, which metrics and tools directly measure it, and how to share the credit for causing it to increase.
How to get started on a new measurement system. How to decide the speed and pattern of building it, based on the size, market position, and management style of your organization.
"Barriers to Accuracy" is a brief overview of four things that can go wrong in marketing research and market research. Unfortunately, these barriers are often overlooked, at great cost.
"Boosting Your Career" is an essay that shows you how to get ahead by proving to senior management that your marketing program pays for itself and improves the bottom line. Practical advice based on my many years in the battlefields of ROI.
"Blind Spots" is a guide to overcoming counter-productive attitudes that can prevent you from measuring your ROI. Although the examples in this guide are anonymous, they are all real-life marketing people.