10 things to know about measuring marketing effectiveness. Marketers need to be accountable to the business, this requires them to prove to the business what is delivering the best bang for the company's buck and creating the best outcomes. Here are 10 things to keep in mind when you begin on this journey.

1. 10 things to Knowaboutmeasuring marketingeffectiveness

2. It’s NOT just online that is measurable, but the whole marketing spectrum

3. Define and agreewhatsuccesslookslike … Note: marketing goals shouldalwaysbelinked to the overall business goals.

4. Create a dashboard withyourKPI’slinked to youragreedvision of success… Butdon’tbeparalyzedbytoomanynumbers.

5. ROI is the cherryon the cake, butnoteverythingcanbedirectlylinked to money.

6. Link … INPUT … OUTPUT … OUTCOMES [versus KPI’s over time]

7. USE YOUR BASELINE, DON’T FOCUS ON BENCHMARKS. TRACK YOUR PROGRESS OVER TIME

8. Direct marketers have usedcontrolgroupsforyears to provedthemwithinsightsintowhatworks and doesn’t. Test, test, test, test, test, test, test, test … youget the picture!

9. Itwilltakecollaboration to pull thisoff – partner withyourfriends in finance/sales

10. Successdoesn’tcome without somerisks

11. Beingtransparentaboutyourresultswill set you free