Integrated Marketing Communication Metrics

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  • 0:04 Marketing & Metrics
  • 1:31 Revenue Data
  • 2:02 Consumption Data
  • 3:51 Conversion Data
  • 4:34 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Measuring the success of your marketing efforts is crucial to understanding how your plan is performing. In this lesson, you'll learn about a variety of marketing metrics used to measure your campaign's success.

Marketing & Metrics

Have you ever heard the old saying, ''Measure twice, cut once?'' Basically, the quote means to prepare adequately and reassess your measurements to avoid wasting valuable time and supplies.

Using marketing metrics is sort of like that old warning to measure twice and cut once. By evaluating your marketing efforts on a given campaign, you can re-focus your efforts and avoid wasting additional time and resources on a plan of action that is not working.

Integrated marketing communications, abbreviated IMC, is a mash-up of both traditional and modern marketing strategies that ensure a seamless message across all channels. The American Marketing Association defines an IMC strategy as a planning process that ensures a customer or prospect's exposures to a brand are relevant and consistent over time. IMC tools range from the traditional channels of television, radio, and newspaper to digital channels, such as websites, social media, and mobile marketing.

Whatever strategies or tactics you choose to implement in your marketing planning, being able to track their effectiveness and if they're aligning with your business goals and objectives is critical to staying on the right path and being profitable. The use of metrics, usually numerical or statistical measures that are used to assess the effectiveness of a marketing plan, is an important tool in the marketer's toolbox. Let's take a look at a few metrics that can be helpful in analyzing the work of your IMC plan.

Revenue Data

Companies are concerned with their bottom line. How much success and revenue did you create based on your objectives and investment? Revenue data includes return on marketing objectives (ROMO), which tells you how well your campaign is performing relative to the goals you set. This could include sales, impressions and traffic, among others, singularly or together. There is also return on marketing investment (ROMI), which refers to how much revenue you created relative to how much you spent for marketing.

Consumption Data

Consumption data runs the gamut, but it will give you insight into how your audience is interacting with your marketing products. Let's look at some of these.

Page views tells you how many people visited your web page. You might even want to use this metric to track where visitors came from to get to your page as well as what type of device they were using. Unique visitors is important for telling you how many different people visited your campaign. Downloads are also important. Did you offer a call-to-action to download a free white paper, eBook, or other offer? With this metric, you can see how many people actually took advantage of your deal. Click-through rate is important for determining if people are responding to your offer by clicking it, whether on your website, on social media, or via email.

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