The First 10 Metrics - Part I

The First 10 Metrics – Part I Where Intelligent Marke7ng Begins

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A Story Before We Start

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When I first started teaching marke7ng measurement to execu7ves, I was told quite rudely that I “didn’t understand.”

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“Marke7ng is crea7ve and you can’t measure crea7vity,” I was told.

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So I asked a ques7on of the execu7ves –

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“How many of you outsource the crea7ve component of your marke7ng?”

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72% of the execu7ves outsourced the crea7ve

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What does that tell us?

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Marke7ng organiza7ons are not in the crea7ve content business, but instead manage the process of marke7ng.

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Now, I know that most organiza7ons and marketers struggle to measure their marke7ng ac7vi7es given the hundreds of possible metrics.

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I have consulted for Fortune 100 companies that have scorecards with more than 50 metrics, which took a great deal of 7me to put together and provided no value to the organiza7on.

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Why?

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There is too much data and these data do not provide managers with informa7on they need to make decisions.

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You need a simple approach to think through which metrics are important for a specific marke7ng ac7vity

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Linking Marke3ng Ac3vi3es to Metrics

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In the 1960s, the standard marke7ng behavioral impact model was published. It was called the purchasing funnel.

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The idea was that different marke7ng ac7vi7es take the customer through the stages of awareness, evalua7on, trial and loyalty

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In other words, marke7ng ac7vi7es are designed to “funnel” customers from awareness to ul7mately becoming loyal customers.

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Awareness Marke7ng Ø

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Awareness marke7ng comes in many forms – TV adver7sing, billboards, sports sponsorship, naming rights to stadiums Awareness & branding are in7mately related A brand is a consumer percep7on of a par7cular product or service and may encompass the whole company The percep7on is driven by marke7ng, experience with the product & recommenda7ons from friends and colleagues

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Awareness Marke7ng Ø

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But in the purchasing cycle, awareness is furthest from the customer purchase There is also a significant 7me delay between awareness marke7ng & actual sales Financial metrics are not useful in measuring awareness & brand marke7ng

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Awareness Marke7ng Ø

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We use brand awareness surveys to track customer awareness across geographies and over 7me Typical metrics measure the effec7veness of awareness marke7ng like number of a[endees at events, eyeballs on a a website & media impressions

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Tiger Wood’s win in the 2005 Masters received $10.4 million of TV exposure for Nike

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Jeff Gordon received $9.9 million of exposure for DuPont brand when he won the 2005 Daytona 500

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The problem is these metrics do not connect to purchase intent and do not capture the effec7veness of the marke7ng.

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Brand Awareness Metric Ability to Recall a Product or Service

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Top of Mind Recall means that in the purchasing cycle, your product/ service will be one of the first the consumer thinks about to consider purchasing

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How is it measured?

By asking

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For (product/service), what is the first name you think of?

For (product/service), what other names have you heard of?

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These ques7ons uncover the unaided recep7on of your product/ service and the rela7ve ranking of brands rela7ve to it

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These ques7ons are the star7ng point and should be refined for the specific campaigns with follow-­‐on ques7ons to uncover brand and messaging impact and intent to act (purchasing intent).

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