Marketing Plan Kpis

  • Why You Need An Independent Analytics Audit

    … around the campaign. The overall online marketing goal for this client is lead generation, and only reporting increases in traffic (using erroneous data) was the wrong KPI. For this campaign, the agency should have measured filtered Visits/Lead. That would have provided a clear indicator of the quality of the traffic generated via the campaign…

    Alan K'necht/ Marketing Land- 37 readers -
  • Dodge Marketing Plan Doom With A Performance Framework

    … One afternoon, I was sitting in the CEO's office a global agency when an urgent knock came from the door. The global account director was leading an emergency meeting with the agency's biggest client, and he was in a bind. The agency needed to retrofit a performance measurement plan for a $12 million marketing campaign that just wrapped up…

    Chuck Sharp/ Marketing Land- 18 readers -
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