MARKETING MATTERS
The Marketing Review Pyramid
Reviewing your marketing data
works like a pyramid. The
wide bottom represents your
plan and the activities you
execute to implement
it. The narrow top is
the end goal of your
campaign. That goal
defines your most
important metric.
For example, if
your goal is to
increase sales,
then sales rev-
enue is your
most import-
ant metric. If you review nothing else, re-
view the amount of money or hours spent
on your marketing versus the sales revenue
you brought in.
Start reviewing at the bottom - without
this layer, the rest of the pyramid doesn’t ex-
ist. The metric you review for this layer is
simple- “Did you do it?” If you planned to
make 20 social media posts - did you make
them?
Next review the middle layer(s). If in-
creasing sales is your ultimate goal, review
the metrics that build into sales - call vol-
ume, email inquiries and website visitors.
It would be awesome if you could attribute
every phone call, email or website visitor to a
specific marketing activity, but that’s just not
possible. They could be attributed to nor-
mal business volume, or to any other type of
marketing (like word-of-mouth) because of
this these big metrics make up the layer just
below your main goal and act as big picture
indicators.
Traditional vs Digital Marketing
If you only engage in traditional market-
ing the big picture indicators may be the
only middle layer of your pyramid. If you
do digital marketing you’ll have another lay-
er of data to review. For example, if you do
social media - review how many times your
posts were shown and how well people in-
teracted with them.
Website analytics also offer another level
of checks and balances for online marketing
activities. You can see how many website
visitors came from social media and how
they behaved on a website. If you get a ton
of website visitors from social media but
they leave the site immediately, your website
might be crappy or maybe your social posts
have nothing to do with your service.
Finding the Right Tool for the Job
The tricky thing with digital marketing is
that every channel comes with its own set
of metrics and terms, which can be named
similar but not identical things. And results
will be housed in a unique user interfaces.
This is where monitoring tools come in.
To regularly review your marketing data,
you need a tool that makes it easy. Painstak-
ingly gathering data from multiple sources
online and compiling them into a consum-
able format takes far more time than most
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