From the course: Marketing Communications
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Deliver campaign metrics and report ROI
From the course: Marketing Communications
Deliver campaign metrics and report ROI
- Marketers are accountable, and that accountability comes in the form of metrics demonstrating how your campaigns create impact or return on investment, ROI, for your programs. However, there are so many metrics to capture and never enough time or resources to gather, analyze, and report to your leadership. Here are several important areas of measurement and the metrics preferred by business executives. Brand awareness. When your customers are familiar or easily recognize your brand, then this is good brand awareness. The metric used to show you're achieving brand awareness include the traffic you drive to your website, how much people share your content, the value of mentions, and the reach of your messaging. You can also learn about brand awareness from survey findings and the amount of your news coverage over time. When you measure brand awareness, you have to measure against some kind of baseline, which may include…
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