Just as Business Development formulates the metrics by which the business will be determined successful, so too must Marketing Communications develop metrics of success.
Marketing Communications, however, is looking to measure the effectiveness of the channel communications. It is seeking to measure non-financially-based metrics…metrics which have nothing to do with profits and losses, or revenue, or expenses. Rather, Marketing Communications is seeking to measure whether or not the correct channels of communications were selected, and whether or not the target audience is receptive to the marketing messages.
Measure Progress activities include:
Establishing "Success" Criteria:
- Increase in overall brand awareness
- Increase in web site traffic and areas of interest
- Positive customer satisfaction rating
- Increase in requests for information
- Measured responses to calls-to-action, Etc.
- Determining Data Collection Methodologies
- Developing Assessment Tools
- Collecting and Analyzing Data
- Adjusting Marketing and Communications Activities Accordingly