Shahnaz Seyid-zada – 61543

MarketingManagement
Sardorbek Kholdarov – 61501

MEASUREMENT
OF MARKETING
EFFECTIVENESS
 MARKETİNG EFFECTİVENESS MEASURES HOW MUCH
REVENUE CAMPAİGNS ARE GENERATİNG WHİLE
LOWERİNG THE COST OF CUSTOMER ACQUİSİTİON.

How organizations measure marketing performance

has evolved as marketers gain access to real-time data.

What Does Modern marketing strategies are data-driven and

primarily digital, making today’s campaigns easier to

Marketing
track and measure than offline campaigns.

That goes not just for the data collected on

Effectiveness performance but also on spending. Add to that
investment in content and creativity, the people

Mean? running the campaign, and even the tertiary value of

the data collected (e.g., richer customer profiles) and
it’s clear that marketing effectiveness is an elevation of
our common understanding of marketing performance.
How to Measure
Marketing
Effectiveness
One of the most effective ways marketing can prove its
value to the organization is through incrementality testing
and measurement that showcases the incremental benefits
of specific marketing activities. Marketing effectiveness can
be quantified through these incremental lifts and
categorized around various customer touchpoints,
channels, campaigns, and other strategic segments.
Incrementality in marketing refers to the lift in the desired outcome for a campaign, such as brand awareness,
conversions, lead generation, website visits, and more. And it helps identify what causes a user to convert, so
organizations can better allocate budget, reduce wasted spend, and optimize their marketing mix.

Here are a few insights marketers can glean through incrementality measurements of marketing effectiveness:

Which campaigns are contributing to the desired outcome and which are not
What happens if budgets are increased or decreased for a specific channel
Which ads should be served to a given audience and on what platform
8 Marketing Effectiveness Metrics to Rally Around

Here are some essential metrics to measure marketing effectiveness.

Marketing contribution to revenue: The percentage of company revenue

that can be traced back to marketing efforts

Return on marketing investment (ROMI): Measures the overall gain or loss

created by a specific marketing campaign or overall marketing mix

Conversion rate: The percentage of users that complete the desired

action (caveat — this should usually be considered alongside CPL and
conversion value for the true story on effectiveness)

Pipeline growth and velocity: Tracks the new leads introduced into the
pipeline and the amount of time it takes to move prospects from one
stage in the customer journey to another
 1

Cost per lead (CPL): The investment required to produce a

single new lead, whatever that means for your business (i.e.,
website visit, content download, product demo or trial, and
more)

Lead-to-customer conversion rate: Measures how many leads

become paying customers — similar to pipeline growth, but
less considering sales cycle and moreso contract value

Engaged time: Measures the value of your content marketing

effectiveness by revealing how long target users are actively
paying attention

MQL to SQL ratio: The percentage of marketing qualified leads

that convert to sales qualified leads, an indicator of
marketing’s ability to qualify and screen leads to fuel robust
pipelines
Which Marketing Metrics Matter?
Marketing metrics are measurable values used to
monitor, record, and track campaign performance over
time. Without them, you can’t quantify the impact of
your marketing efforts. There are a ton of different
metrics you can measure, but some are more important
than others when it pertains to your KPIs or business
goals.

Marketing metrics are calculated from the data

collected at various sources, including your website,
Google Analytics, social media profiles, and interactions
with your prospects and customers.
10 Crucial Marketing Metrics

Here are some key metrics marketers can use to improve campaigns, drive more
conversions, and strengthen marketing ROI. Many are also standard marketing
operations KPIs.

Cost per lead (CPL): What you spend to bring in a new lead
Cost per acquisition (CPA): What you spend to earn the business of one new customer
Click-through rate (CTR): The number of times a link, ad, or website is clicked on
compared to the number of impressions it receives
Customer lifetime value (LTV): The total revenue you can expect to earn from a single
customer’s purchases, from the first to the last time they buy
Length of engagement: How long a visitor is actively paying attention to your content —
clicking, scrolling, and using the keyboard — versus being in an idle state
Bounce rate: The percentage of visitors who leave after looking
at one page (entering and exiting without navigating to a
different page)

Goal completions: Any action a visitor takes that you’ve defined

as a “conversion,” i.e., downloading a piece of content, clicking
a CTA button, providing an email address, and more

Conversion rate by channel: Identifies each channel’s impact

on sales

Quality of inbound links: Measures the quality of links pointing

to your site, providing insight into your website rankings and
referral traffic value

Social media engagement: Measures the social interaction

around your brand, not just the size of your audience
8 Post-Cookie Marketing Measurement Strategies
First-party cookies – Marketers can continue to rely on browsers’ support of first-party cookies (i.e.,
Google Analytics) to track site visits, conversions, and other on-site metrics.
First-party data – Social media, mobile apps, text, chat, email, and other customer-direct touchpoints
support a more conscious marketing style that puts the needs and desires of your prospects and
customers at the center of your efforts.
Deep linking – Marketers can use deep linking in their campaigns to quickly direct users to relevant
content and points of sale that drive maximum conversions.
Cohort marketing – Rather than targeting specific individuals, marketers can use cohorts or subsets of
users grouped according to shared characteristics to inform their marketing campaigns.
Data clean rooms – Secure, encrypted software platforms,
data clean rooms allow brands to match and aggregate
anonymized 1P data with that of second and third parties to
gain a holistic view of campaign performance across their
marketing channels.
Unified IDs – Using an anonymized email address as an ID,
advertisers can continue to power their targeting and
measurement efforts.
Browser APIs – Google’s Privacy Sandbox, Apple’s Intelligent
Tracking Prevention (ITP), and Firefox’s Enhanced Tracking
Protection (ETP) replace 3P cookies with APIs that provide
marketers with aggregated data on conversion and
attribution
Incrementality and experimentation – Rather than targeting
specific individuals, marketers can use cohorts or subsets of
users grouped according to shared characteristics to inform
their marketing campaigns.
How Has Marketing
Measurement
Changed in 2022?
Marketers used to have access to a neverending
stream of useful insights about their prospects and
customers. However, walled gardens, data
compliance laws, and the deprecation of 3P cookies
have made it increasingly difficult to collect data and
measure marketing effectiveness.
To accommodate an increasingly privacy-centric
public, brands have had to rethink their marketing
data strategy and overall marketing approach.
Here are some of the most impactful industry changes in
depth. Take a moment to catch yourself up:

Avoiding Measurement Blackout with Data Standards

Mobile Measurement
Google Topics Tracking API Replaces Cookies
Data-Drive Marketing Can’t Succeed in 2022 Without
Integrity

We can accept this now: Won’t be able to achieve the same

level of measurement granularity — probably ever again (and
probably for good reason). But that doesn’t mean targeting
and attribution can’t be specific and valuable.
 THANK YOU
FOR YOUR ATTENTION !