If you’re working with any sort of marketing vendor, you probably get a monthly performance report. That report probably talks about things like impressions, clicks, click-through rates, bounce rates, etc. All of these numbers are great, but you probably walk away with the sensation of not being able to really see if this piece of marketing is making THE difference in your business.
It’s a bit like the first time you see the Vagina Monologues. People tell you that what you saw was good, but it’s so far outside of your usual experiences that you can’t say for sure.
The only way to make sense of your data is to tie it to the metrics that matter. At the very least, you should be able to track a piece of marketing up through generating the lead. In the best cases, you should be able to track your marketing all the way to a sale.
If you get 50,000,000 impressions from an ad but no sales, it doesn’t matter how far above the industry average for impressions you are. That marketing is simply not working and you should either adjust the strategy or kill it entirely.
Admittedly, not all marketing is easy to track, but you can probably do more than you are doing currently, even for your print materials. If you need a hand, let us know!