Marketing Measurement

Demonstrating marketing ROI presents plenty of challenges, but it isn't impossible. If companies will take the time to determine what they want to measure and what is reasonable, then the process will make a lot more sense to everyone involved. One of the misconceptions is that ANY marketing tactic will result in significant sales - immediately. Well, we all wish that was the case, but marketing is a process that paves the way and provides the tools for effective selling.

The best way to measure is to implement the proper tools that can provide meaningful data. For instance, a CRM solution integrates both sales and marketing activity so that you have a single view of all initiatives. Microsoft Dynamics CRM is a good example and an implementation expert like Customer Effective is worth considering who has a sole focus on making CRM effective. Other tools help measure web site traffic and important statistics related to campaigns where site traffic spikes should be tracked. WebTrends has a fantastic web analytics solution for that very purpose. And, WebTrends is integrated into CRM so you have a seamless reporting capability for all data points.

Obviously there are other ways to measure - some are intangibles like name recognition and market education. The point is to have some type of ROI component in place to measure your marketing effectiveness. Having the right tool can make this process a simple one and eliminate the pain-staking task of manually pulling your data together.

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