Digital Media Buzz > Structuring your metrics for cross-campaign comparisons

Structuring your metrics for cross-campaign comparisons

By: imediaconnection.com

Could the pressure be any more relentless on marketing departments to increase sales these days? I doubt it. CMOs want accountable marketing that provides insight beyond the usual calls, clicks, and sales. They increasingly demand that campaigns be comparable across the enterprise and supported by an analytics infrastructure that helps them make decisions that increase return on marketing investments.
For one thing, the measurement methodologies of different programs speak different languages. Branding speaks “awareness and perception” while direct response speaks “cost and profit.” Another is that individual program analyses cannot effectively account for interactions across channels……..[read entire story]