ABSTRACT
Chapter 13 analyzes the various methods and tools organizations can use to accurately measure and evaluate marketing return on investment (ROI). After their last series of meetings with the digital integration consultant (covered in Chapter 12), Bill and the BLS management team realized that data collection, analysis, and integration would be critical to the company's movement along the Path to Digital Integration. They listed a number of top challenges for proving marketing ROI: 1) attributing social and content to revenue; 2) aligning key performance indicators (KPIs) to business goals; 3) attributing leads to revenue; 4) gathering and analyzing the right set of data; lack of reliable data; 5) determining the proper KPIs to measure; 6) lack of technology resources and expertise in running them; 7) tying social activities to business outcomes; and 8) implementing the right measurement tools. Given these challenges, the BLS team acknowledged that they needed some clear direction to formulate an efficient approach to measurement and evaluation. They generated the following agenda to discuss in the follow-up meeting with the consultant: 1) Digital Marketing Evaluation Model, 2) marketing automation and analytics, 3) evaluation process, and 4) ROI. The remainder of Chapter 13 is spent providing a detailed analysis of these four questions.
