Getting the measurements right can help agencies prove marketing ROI on everything they do – meaning they need never lose a retainer. It’s more than one-hundred years since John Wanamaker – department store magnate and pioneer of marketing – said: ‘I know half my advertising dollars are wasted. I just don’t know which half.’ While businesses in the last millennium may have accepted that state of affairs, the same can’t be said today. If an agency can’t prove the value and ROI of the campaigns it runs, it will be one of the first expenses to get cut at budget review time.
This paper from Marketscan demonstrates how agencies can prove the worth of their marketing campaigns by highlighting the key metrics to adopt on email, social media and websites.
