Ask any business professional what matters and you’re bound to get as many answers as people who have answered the question. No two companies want the same thing, but they know that they want it, and that their marketing dollars better be delivering against it.
Keeping that in mind, I came across a very interesting research study conducted by Forrester Research that took a deeper look into what B2B/B2C companies should be looking for from their marketing dollars and how they can use their analytics to guide their future marketing decisions.
To start the conversation, it’s important to note that marketing now owns most of the buying cycle. Think about that for a minute. When was the last time you spoke to a sales person to “research” an item. People are smart and are now researching items on their own…they simply go direct once they’ve made up their mind and are ready for a price quote. And at that point, discovery is over and the product has been weighed and measured.
It’s also important to keep in mind the new customer life cycle. Ultimately you want to drive you’re consumers from the “unknown” stage all the way down to “loyal customer”. And once this is in place, marketers can measure and analyze important metrics such as:
In an environment that offers such a wide range of metrics, the above measurements gives marketers a great look into how they should be viewing their marketing campaigns.