Do you know which channels are delivering the best results from marketing campaigns? Marketers are under pressure to prove their impact on revenue, and focus spending on channels with the highest returns. But how to know for sure which marketing mix brings results? “Marketers faced with budget challenges automatically gravitate to channels that offer clear, immediate metrics, and de-emphasize channels that are expensive or touch consumers earlier in the purchase funnel,” says Ewan McIntyre, Senior Director Analyst at Gartner. “A better approach would be to use the tools available to understand which channels and marketing approaches best suit their cost optimization needs.” Consider the following three techniques for measuring marketing return on investment (ROI): Technique 1: Reach, cost, quality assessments (RCQ) RCQ is a high-level framework for evaluating and comparing the impact of advertising channels. Include all the channels in your company’s mark...
