How To Measure Marketing (Article 3 of 3)
by Chris Clegg
I once worked with a team of economists tasked with identifying and monitoring the economic impact of tourism for a state legislature. Their goal was to identify spending patterns among residents versus tourists and segment this into categories that defined the key drivers of tax revenue from non-residents. The public officials needed to accurately attribute tax revenue to different spending pools to evaluate budgeting guidelines for state-sponsored programs.
The challenge was how to measure when so many variables were in play.
By using the methods outlined in the two previous articles that make up this market research consultants’ secrets series, we were able to cross reference a number of variables to link those activities that generated incremental, in-state spending, identify where state promotional dollars would be best allocated, and advise on future spending that would generated the greatest return for state residents in incremental tax revenue.
The question of how to measure marketing performance may be daunting on the surface, but anytime you can measure the delivery and result variables over time, you will have the basis for a predictive model that can be used to maximize future performance.
Measure Marketing Case Study #1: Cell Phone Manufacturer
A major cell phone manufacturer wanted to understand the dynamics of sound quality for a new cell phone before taking it to market. Portland Marketing Analytics organized a control/test beta trial to assess usage patterns and call quality within a representative consumer base .
As a result, particular industrial sites were identified as containing materials that interrupted the quality of service (not the phone’s architecture), thus clearing the product for general market release.
Measure Marketing Case Study #2: Credit Card Provider
A credit card provider focused on consumer affinity cards needed to streamline its call center reporting. At any given time the business had 2,400 customer service reps across seven call centers with more than 200 teams taking calls from U.S. consumers. The organization used this delivery and results positioning to understand the performance of their customer service function.
This laid the foundation for rep scorecard measurement and exception-based reporting that allowed management to improve performance and streamline training.
Measure Marketing Case Study #3: Marketing Agency
An agency focused on the delivery of TV, radio, and print advertising organized their marketing execution around these delivery and results measures, enabling them to accurately project the performance of a marketing program while marketing was still in the planning stages.
This allowed modifications to be made to the overall design that would maximize marketing performance.
Portland Marketing Analytics is a team of market research consultants who specialize in creating custom measurement solutions that evaluate and predict marketing outcomes, product trial performance, and consumer behavior. Read below for some more information about how we can help you. Or use the comments box at the bottom of this page.