Revenue is a lousy measure of success for most ad campaigns

Yet another thought-provoking article from Mark Ritson – increasingly my go-to marketing guru (apart from all the fantastic marketers within White Marble, obviously). I just find he writes about pertinent issues in a direct and pragmatic fashion which is incredibly engaging. If you don’t follow him on LinkedIn I would recommend it.

We spend a lot of time as a business trying to help clients develop marketing into a more powerful, data-driven function – ROI is a regular topic of conversation. Marketing teams across our industry are trying to find better ways of measuring their activities so that they can ultimately be linked to fund flows, ensuring marketing becomes a revenue-generator rather than a cost. All very sensible, and arguably necessary. Yet Mark raises some interesting points, which certainly apply to our industry.

What happens if your marketing campaigns, advertising, events, website and PR are all integrated and working perfectly but your star fund manager leaves, your products are simply not set up to perform in current market conditions, or macro developments continue to drive sentiment against you?

What are the other suitable and credible metrics to use for measuring performance?

We spend a lot of time as a business trying to help clients develop marketing into a more powerful, data-driven function – ROI is a regular topic of conversation. Marketing teams across our industry are trying to find better ways of measuring their activities.

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