MarTech Analytics: Measuring Campaign ROI
MarTech Analytics: Measuring Campaign ROI Marketing teams invest in many channels, from search ads to email and social posts. Measuring ROI helps you see which investments pay off and where to improve. With clean data, ROI becomes a practical guide for budgets and strategy. Start with a simple framework. Clarify the goal of the campaign, choose an attribution approach, and gather the right data. Clarify the goal: revenue, qualified leads, or brand actions, and set a time frame. Choose an attribution approach: single-touch or multi-touch; for most teams, a mix that avoids overcounting works best. Gather data from key sources: CRM, marketing automation, ad platforms, website analytics, and any offline records. Key metrics to consider include ROI and ROAS, as well as cost metrics like CAC and value metrics like LTV. Track engagement signals, conversion rates, and the sales cycle length to understand how activity translates into results. Keep definitions consistent so the numbers tell a clear story. ...