Measurability: Perhaps the most important aspect of the SMART concept
Posted: Sun Feb 02, 2025 6:54 am
When determining, setting and achieving marketing goals, the criterion of measurability is perhaps the most important aspect of all. In marketing in particular, those responsible are under a lot of pressure to succeed. Clear key figures are important in order to prove the performance and success of economic measures, but in marketing this is not always easy. Nevertheless, appropriate means and ways exist to make the output measurable in marketing and to ensure the relevance and acceptance of marketing measures.
First of all, however, the necessary goals must australia whatsapp data be set again, because without a goal, no measurement is of any use. Here we are talking about so-called campaign goals, which are derived from the marketing goals and influence them. Key performance indicators (KPIs) can be determined on the basis of these campaign goals. It is important that this happens before the marketing measures are implemented.
The crucial question at this point is: Which individual key figures and figures are particularly important for the growth of the respective company? In inbound marketing, this can be, for example, digital visibility, the number of inbound leads, marketing and sales qualified leads and new customers, the net profit per new customer or the Net Promoter Score (NPS). This measures customer satisfaction, e.g. using a standardized customer questionnaire. In the case of your company, however, you must decide individually which of the KPIs mentioned is relevant for you. This is precisely what distinguishes them from general key figures: they must be selected individually in order to be meaningful.
In order to measure and monitor the success of marketing measures well, it is important to set up comprehensive reporting for all campaigns. This can always determine the necessary individual KPIs and ensure a seamless analysis. The focus should not only be on the performance of marketing, but also on the areas of presales and sales.
First of all, however, the necessary goals must australia whatsapp data be set again, because without a goal, no measurement is of any use. Here we are talking about so-called campaign goals, which are derived from the marketing goals and influence them. Key performance indicators (KPIs) can be determined on the basis of these campaign goals. It is important that this happens before the marketing measures are implemented.
The crucial question at this point is: Which individual key figures and figures are particularly important for the growth of the respective company? In inbound marketing, this can be, for example, digital visibility, the number of inbound leads, marketing and sales qualified leads and new customers, the net profit per new customer or the Net Promoter Score (NPS). This measures customer satisfaction, e.g. using a standardized customer questionnaire. In the case of your company, however, you must decide individually which of the KPIs mentioned is relevant for you. This is precisely what distinguishes them from general key figures: they must be selected individually in order to be meaningful.
In order to measure and monitor the success of marketing measures well, it is important to set up comprehensive reporting for all campaigns. This can always determine the necessary individual KPIs and ensure a seamless analysis. The focus should not only be on the performance of marketing, but also on the areas of presales and sales.