If not, this leaves you unable to make key decisions on where to invest more time, resources and budget – and where you should cut back. Effective measurement removes guesswork and assumptions in your decision-making and helps you drive greater impact with your marketing.
Many companies do not, or cannot, impact the success of their marketing activity. Some companies only have partial performance data thanks to disconnected marketing technology platforms; others measure impact incorrectly, often using metrics that provide no insight or ability to help make impactful decisions.
To build greater internal confidence in Marketing it's also vital to deliver effective communication of marketing’s impact internally. This means getting the right information, at the right time to the right leaders, peers, and partners. This helps you secure internal buy-in, win budget and staffing resources, and grow influence within the company.
Get recommendations on how you can immediately improve your measurement and reporting and how you communicate this to the wider business. The audit enables you:
Definitely. But we find that while most businesses recognise the value of conducting an audit, and have the best of intentions to do so, the pressures of day-to-day tasks mean it is constantly deprioritised.
We also find that many marketing teams don’t have the experience to be able to run a detailed audit. We have experience of running audits at previous companies and now conduct these for our clients. We have the privilege of working with lots of marketing teams like yours so understand some of the pitfalls and associated best practices when it comes to measurement and reporting. An independent audit allows for us to spot these pitfalls in your own processes.
As part of the audit, we make recommendations for optimising your marketing analytics system and processes. If you need help implementing those recommendations, we are able to help – either directly or in partnership with the network of specialists we’ve built up over time.
As part of some audits, we work with our clients to set up dashboards (usually using Google Looker Studio) – if you would like that to be part of your Measurement and Reporting Audit, let us know and we can discuss your requirements.