The document discusses creating a culture of marketing effectiveness. It emphasizes measuring effectiveness through achieving business outcomes and return on investment, rather than just efficiency. It provides examples of key performance indicators and metrics to track at different levels from commercial objectives down to marketing metrics. It also addresses common barriers to adopting effectiveness practices and the need to improve skills and close gaps in prioritizing effectiveness measurement.
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TAB5
What does it look like?
▪ Seat at the table
▪ Common language
▪ Long-term focus
▪ Predicting not explaining
▪ Evidence-based decision making
▪ Investment of time, money & resource
▪ Permission to fail
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Why do you want it?
Forbes Marketing Accountability Report 2018
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Objectives Measurement Toolkit Efficiency Capability Collaboration
Evidence-based decision making Well executed
Creating a culture of marketing effectiveness
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Closing
the gap.
Source: AMI Senior
Marketing Monitor 2018
Feel equipped to meet this
challenge
33-45%
Measuring the effectiveness of
marketing activity is a high priority
64-72%
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Evaluating your toolkit.
▪ What are all the data sources
in your wider organisation?
▪ Broad purpose of tool?
▪ Inputs?
▪ Outputs?
▪ Requirements?
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The 60 Minute
Investment
Audit™
Measure what you should,
not what you can - innovate
for new investment models
Maximum positive effect -
focus on the big wins and key
risks
Streamlined – conduct as
quickly as possible, adopt
technology solutions where
possible.
Stop Start Continue – teams,
agencies and auditors
collaborate to improve ROMI
Key Areas Checklist Consider
Value Benchmarks Regularly benchmark value v market norms.
Return
Evaluation &
Optimisation
Test & learn built into our day to day operations.
Resource
Roles &
Responsibilities
Clearly defined across internal and agency teams.
Objectives
Understood by all working on business.
Accountability aligned with responsibility.
Transparency Supply chain
Contracts regularly review, ask direct questions, expect full
disclosure.
Understand margins, in/out-of-scope.
Control
Spend match
Have a single real-time view of budget. Regularly match plan v
invoice v delivered.
Delivery check A systematic approach to checking delivery.
Campaign control Structures for changing and optimising mid –campaign.
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Objectives Measurement Toolkit Efficiency Capability Collaboration
Evidence-based decision making Well executed
Creating a culture of marketing effectiveness