How to measure marketing effectiveness

13 Jan 09 - Mark Klein

“You’ve looked at our data. So how are we doing? How do we compare with your other clients?”

These were questions thrown at me by one of our newer clients, and they weren’t new questions. Marketers are hungry for an outside, impartial opinion of their efforts. It’s a fair question and a challenge we couldn’t resist.
Whether it’s a long time client or a new prospect looking at their free customer report card, it’s clear to them that we know a lot about their marketing efforts and could offer an informed response.
 
We decided to accept the challenge and developed a Marketing Effectiveness Score (MES) based on some closely held beliefs and time-honored marketing principles. There are six components to our Marketing Effectiveness Score: