×


Home About Contribute Sponsorship Contact Sign In
×







.


Marketing Industry News

If It Moves Measure It, and If You Measure It, It Will Move


UK SMEs are failing to measure marketing ROI. The Marketing Centres M360 assessment highlights the need for business leaders to grapple with marketing metrics.

If It Moves Measure It, and If You Measure It, It Will Move


"Marketing should be focused on identifying customers, winning them and then retaining them. As a discipline, it should add value and doesnt need to be a cost."
Tony Galloni, Marketing Director



UK SME owners are struggling to measure and understand the ROI of their marketing activity, according to the results of The Marketing Centre’s M360 assessment

In the 2021 assessment, metrics scored lower than any of the other 12 categories. Of the 500+ responses, business leaders gave themselves an average score of 54 per cent, or 2.7 out of 5 when it came to measuring their marketing ROI[1].  

The Marketing Centre which specialises in providing part-time marketing directors, launched its Marketing 360 assessment in 2020, specifically designed to help businesses assess their marketing performance and marketing maturity score. 

When it came to questions around their marketing metrics, respondents were asked to feedback on areas including: marketing performance measures, reviewing budget against objectives, measuring customer acquisition and retention, and costs per acquisition. 

Clare Methven, co-founder and director of The Marketing Centre, said: “It’s disappointing to find that so many SMEs believe they aren’t properly measuring their marketing activities, and that they are struggling with establishing any form of meaningful marketing metrics. 

“It is vitally important that business leaders do all they can to track and measure the success of that work. They can then budget accordingly, in the knowledge that their marketing spend is delivering results.” 

Tony Galloni, one of the marketing director team at The Marketing Centre, who works with SMEs, added: “Marketing should be focused on identifying customers, winning them and then retaining them. As a discipline, it should add value and doesn’t need to be a cost. 

“The first step when it comes to undertaking a marketing campaign is to be clear about why you are doing this? What is your goal? And what are you hoping to achieve? 

Tony’s top three tips when it comes to marketing metrics are: firstly, to be clear about what you want to measure and how measurement will add value to the business. Secondly, to figure out how you are going to measure it, and lastly remember that if it moves measure it, and if you measure it, it will move.”

The other 11 categories that respondents were asked to feedback on included: communications, brand, leads, retention, sales and technology. On completion of the assessment the respondents receive a personalised action report setting out how improvements can be made.

 

1.NB: these are self-assessments, so the data represents perceptions of their marketing and not necessarily an objective appraisal.

.


Marketing Business News - The MD of a Gateshead design agency who left school with no formal school qualifications and now has high calibre international clients is helping a Middlesbrough design agency to gain major contracts based on his own unique path to the top of his profession.


Blue Kangaroo Jumps Through Hoops to Help Middlesbrough Design Agency

Marketing Business News - A North East brand creative agency that works with some of the world s largest character licensing brands has expanded due to an exponential increase in workload and a desire to futureproof the company by investing in young up and coming talent.


New Staff have Designs on New Opportunities

Marketing Business News - Greater Manchester advertising agency Buy Me Media has unveiled a bold multi-media campaign to revive Salford s high streets and encourage shoppers back into town centres.


Salford shoppers urged to shop local in £230,000 marketing drive

Marketing Business News - A north east public relations consultant has started building bridges to help him span the Atlantic Ocean to achieve a career ambition to work with businesses in the USA. Keith Newman, 57 from Morpeth runs Highlights PR from his floating office in Newcastle.


PR Firm Highlights Their Ambitions To Export To USA

Marketing Business News - Novi Digital has won a contract to provide SEO and PPC for Sensory Integration Education, a not-for-profit organisation working with health professionals, education and health experts, academic researchers and families to improve awareness, understan...


Novi Wins Sensory Integration Education Digital Marketing Contract

Marketing Business News - There s no time to let sleeping dogs lie as a successful pet care business in Morpeth extends its lead in the canine business world. Cheryl Bolton formed Good Dog Walking in 2012 after she was made redundant and decided to work with the love of her life animals.


Walk into Work with Good Dog Walking






Ten Times Ten

Analytics, Modelling & Business Intelligence Specialists