For much of the past 20 years (and beyond) Marketing has been viewed in the organization as a necessary cost center rather than a revenue producing function within the enterprise. This view has been driven primarily by a lack of clear measurable outcomes for marketing that starts with challenges in measuring marketing attribution to sales.
Today, two things have changed. First, the enterprise is looking for Marketing ROI for all of their paid, owned and earned efforts, and second, their are a new set of KPI’s that brands should be considering when measuring the impact of their marketing efforts.
Welcome to the new KPI’s of Marketing ROI where we start by creating customers but do not stop until we ensure that we can keep them, learn from them and grow with them.
Author: Daniel Newman
Daniel Newman is the Principal Analyst of Futurum Research and the CEO of Broadsuite Media Group. Living his life at the intersection of people and technology, Daniel works with the world’s largest technology brands exploring Digital Transformation and how it is influencing the enterprise. From Big Data to IoT to Cloud Computing, Newman makes the connections between business, people and tech that are required for companies to benefit most from their technology projects, which leads to his ideas regularly being cited in CIO.Com, CIO Review and hundreds of other sites across the world. A 5x Best Selling Author including his most recent “Building Dragons: Digital Transformation in the Experience Economy,” Daniel is also a Forbes, Entrepreneur and Huffington Post Contributor. MBA and Graduate Adjunct Professor, Daniel Newman is a Chicago Native and his speaking takes him around the world each year as he shares his vision of the role technology will play in our future.