As the marketing environment continues to evolve, it’s important to remember that vanity metrics such as likes and followers only scratch the surface of a campaign’s effectiveness. In order to accurately determine the effectiveness of your marketing efforts, you must first make sure you’re measuring the right things. Take a step back and ask yourself, "What is the objective? What does success look like? Which tactics produce the best outcomes?” The answers to these questions will help you identify your key performance indicators, and develop a strategy that will yield desired results. Originally presented by Sachs Media Group's Ryan Cohn at the 2015 Annual Chamber Conference MEGA Marketing Workshop. Sachs Media Group is the top strategic communications and integrated marketing firm in the Southeastern United States, and top crisis communications firm in Florida.

2. “Look how many Likes we have!”
… sound familiar?

3. Likes? Followers?
How do they impact
our bottom line?

4. STOP!
How Do We Measure Our Marketing Efforts?

5. Why Measurement is Important

6. Marketing Measurement
Answers Questions Like…

7. Is our marketing strategy
a success or failure?

8. What does “success” look like?

9. Are we wasting money on
ineffective marketing tactics?

10. Which marketing tactics
produce our best outcomes?

11. How do we clearly communicate our
needs & expectations to a marketing firm?

12. What’s Your Marketing Story?
Business A Business B

13. What’s Your Marketing Story?
Business A:
“We ran a half-page ad in the
local newspaper, were featured
in a local TV news segment, &
published some blog articles
and social media posts.
“A few customers mentioned
seeing us in the newspaper
and on local television.”

14. What’s Your Marketing Story?
Business B:
“Our full-page newspaper ad
drove 1,245 website visits and
230 sales worth $19,850.”
“Our Facebook ad campaign
reached 9,650 people in a
specific zip code, drove 275
website visits and 85 sales
worth $14,625 (374% ROI).”

15. Which Tells a Stronger Story?
Business A Business B

16. Which Tells a Stronger Story?
Business A Business B

17. Measuring What Matters
What do you want to achieve?
What does
“success”
look like?

18. Organizational Objectives
Revenue
Leads
Lead Quality
Brand Awareness
Product Awareness
Market Share
Consideration
Repeat Sales
Customer Service
Return on Investment

19. Aligning KPIs to Objectives

20. Objective: Increase Revenue

21. Objective: Increase Revenue
Direct KPIs:
• Total Revenue
• Sales Volume
• Avg. $ Per Sale
Indirect KPIs:
• Sales Call Volume
• Visits to Online Store
• Products Added to
Online Shopping Cart
How would your business collect this data?
How often? By whom?

22. Objective: Increase Brand Awareness

23. Objective: Increase Brand Awareness
Direct KPIs:
• Purchase Intent
• Brand Equity
• Net Promoter Score
• Share of Voice
Indirect KPIs:
• Ad Impressions
• Media Coverage
• Social Media Reach
• Site Visits via Search
• Site Visits via Referrals
How would your business collect this data?
How often? By whom?

24. In Summary…
Identify Organizational Objectives
Set KPIs That Align With Objectives
Build a Measurable Marketing Strategy
Collect Data on Marketing Tactics
Evaluate & Adjust to Improve Results