Marketing Effectiveness: 26 Experts Reveal Their Top Ways to Measure the Effectiveness of Marketing Campaigns

Gone are Mad Men’s days when marketers pump money into senseless, measureless, and ineffective advertising. During those times, it was hard to be an informed consumer when media was limited. Now the tables have indeed turned; the customer has full control over the buying decisions they make each day. Marketers must adapt and embrace new technologies and tactics to attract leads or even delight their customers. And to drive ROI, building highly effective campaigns is a must. There’s a plethora of marketing advice everywhere, but finding practical tools, metrics and formulas are overwhelming.

That’s why we asked a panel of 26 marketing experts the following question:

“What’s your #1 way to measure marketing effectiveness?”

We collected and compiled their advice into this jam-packed guide to the best ways to measure the effectiveness of your marketing efforts.

See what our experts said below:

Meet Our Panel of Marketing Experts:

D. Anthony Miles

D. Anthony Miles is an entrepreneur, an award-winning researcher, award-winning professor, legal expert witness, and best-selling author. Dr. Miles is a nationally known expert in the fields of Entrepreneurship and Marketing. He is CEO and Founder of Miles Development Industries Corporation®, a consulting practice, and venture capital firm. He has over 20 years in the retail, banking, and financial services industry. He was a Visiting Professor at Our Lady of the Lake University. He was recently invited to Harvard University by the Harvard Business School (HBS).

The best way to measure marketing effectiveness is …

“If I can say the number one way to measure marketing effectiveness, it would be two things: Marketing Metrics and Predictive Analytics. First, marketing metrics are important because they tend to measure output things in terms of effectiveness. In the past, marketing departments could not measure the effectiveness of ads, PR, and events. So you could not justify the cost of the marketing efforts. With metrics, they can gauge related to the number of things you produce. For example, operational metrics that would measure sales per region or cost per customer help you see the cost per customer. Also, you have to customize your metrics because they are only useful in your company. Based on a company I was doing some consulting work for, I know there are at least 100 plus different metrics that measure other things. You can’t just take a generic metric and used them in a company. There are other industries, different sales trends, and different customer segments. So it would help if you were careful about applying metrics to your business.

The second is a new trend: Predictive Analytics. Predictive analytics involves using statistics to examine and determine patterns in data. As a researcher and statistician, now I have to use more predictive analytics and regression modeling in my consulting and research with companies. Predictive analytics is the “Moneyball” approach to measuring marketing effectiveness. Analytics help find patterns that companies can use to predict and understand customer behavior. For example, predictive analytics can help understand and predict customer behavior, such as shopping habits and purchasing trends. Data is the new gold! Lastly, now another trend is emerging with marketers and marketing departments.”

Joseph Hirschhorn Howard

Joseph is a Senior Marketing Manager at Masslight, a mobile and web app development agency in Washington, DC. He’s also the Founder & CEO of WordPress Buffs, an e-learning platform helping people build their personal and small-business websites on WordPress.

The best way to measure marketing effectiveness is …

“The most important key metric to track when measuring the effectiveness of your marketing campaign is the cost to acquire a single new customer. This simple statistic will help you evaluate the overall rate of growth of your business. If the cost to find, convince, and onboard new customers are too high, your business won’t be viable in the long-term. Other metrics are also essential, but this one will provide a telling view from 30,000 feet.”

Elizabeth Edwards

Elizabeth Edwards is the President, Founder & CEO of a PR agency specializing in utilizing scientific insights in their marketing communications strategy. Elizabeth’s work has been recognized with awards from the International Association of Business Communicators (IABC), the League of American Communication Professionals
(LACP), PR Week, and the Denver Business Journal.

The best way to measure marketing effectiveness is …

“In short, the answer is sales. As successful marketing practitioners, we share many metrics with our clients that prove success, but the accurate marketing effectiveness measure is sales outcomes. A recent example is the 2014 BMW Championship, where we DOUBLED ticket sales in the first week while breaking nearly every record for the event.

The BMWC had never in the tournament’s history sold more than $300,000 in tickets in the first week of sales. With the right message and promotion — created from our unique science-empowered communications strategies – we broke that record and achieved $600,000 in ticket sales, eventually resulting in a SOLD OUT event.

The campaign was phenomenally successful because it created a red carpet feel of access and targeted the human mind’s dynamic drivers.

The impact of our scientific approach also helped raise the most money for the Evans Scholars Foundation, the sole beneficiary of the BMWC — essentially the sales equivalent for the non-profit industry.”

Paul St-Jacques

Paul St-Jacques is the founder of Maverick ROI, the place marketers, entrepreneurs, and service professionals come to learn how to use modern direct mail marketing strategies to generate quality leads and customers for their businesses.

The best way to measure marketing effectiveness is …

“My #1 way to measure marketing effectiveness is to figure out what is your customer lifetime value (CLV). By figuring out the projected profit your business makes from a customer over time, you can then figure out how much you can spend to acquire and retain a new customer. It is mighty as more often than not, you’ll realize that you can spend much more on your marketing campaigns than anticipated to acquire new leads and customers.”

Ramon Khan

Ramon Khan is a Sales and Marketing expert with a passion for helping businesses grow. He is currently the Marketing Manager of National Air Warehouse.

The best way to measure marketing effectiveness is …

“There are several things that you want to take into account when measuring the effectiveness of a marketing campaign, but one towers over all the rest, ROI. Click-through rates or response rates are great information to look at, but if they do not result in revenue for the business, then you might be spinning your wheels and not getting any real traction. The only way you would focus on other metrics for a long time is if your response rate is very high but just not converting well. This is when conversion optimization kicks in. Otherwise, I think the single most important measure of effectiveness is its overall impact on revenue. Of course, happy customers are the single most important aspect of any business. That

Sean Si

Sean Si is the CEO and Founder of SEO Hacker and Qeryz. A startup, data analysis professional who spends his time inspiring young entrepreneurs through talks and seminars. Check out his blog where he writes about starting up two companies and life in general.

The best way to measure marketing effectiveness is …

“I think that this is mostly validated by goals you’ve set for your marketing campaign, whether it’s a lead, a sale, an acquired user, a converted customer, etc. Now we’re using a slur of tools including Google Analytics, Woopra,, and so on to track these goals for our SaaS business. It’s an online survey tool named Qeryz.  As far as formulas go, we’re only tracking CPA (customer per. acquisitions) and if those acquisitions convert to paying customers.”

Erin Wasson

Erin thrives in conceptualizing, creating, and cultivating brands. Driven by a passion for all things creative, she’s led the marketing efforts for 3 Chicago startups. Helping grow a Chicago Real Estate Company- Homescout Realty; launching the brand and marketing of web-based hiring technology-Hireology, and now taking on the most recent venture of VP of Marketing forUrbanBound. Erin is thrilled to be part of the launch team, taking part in building a product and a brand reinventing relocation utilizing technology. As the Chicago HubSpot User Group leader and recurring guest speaker at Loyola University Chicago, she finds joy in helping others pursue their goals through effective marketing.

The best way to measure marketing effectiveness is …

“At UrbanBound, we use HubSpot for all of our marketing automation, and frankly, I’m not sure how anyone effectively does their job in the Marketing field without a platform like this. HubSpot has been one of our greatest weapons, especially at a startup, as we’re going up against big companies with a strong and solidified groundwork. The data that HubSpot provides is simply unparalleled – any number you could want to know, whether it’s website visits, page performance, blog hits, social media metrics, CTA clicks (and anything else you can think of), is all found within the portal. The easy to use interface allows you to aggregate all of your marketing efforts in one place, giving you numerical-proven insight into exactly what is and is not working. The depth that the information goes into in the platform is invaluable – it drives everything that our team does. Long gone are the days when Marketing was viewed as arts and crafts – and this is largely due to HubSpot platforms. Marketing has shifted to a completely data-driven industry, powered by conversion rates, click-to-open percentages, SEO, keyword analytics, and submission rates. HubSpot not only allows you to see all of these metrics, but it guides you through the whole process with a robust knowledge center. HubSpot has transformed our company into a marketing powerhouse.”

Robyn Tippins

Robyn leads community marketing and business operations for Mariposa. She has been managing online communities for 17 years. Her book, Community 101, is a primer on online *community management*. Over the years, she has worked with large and small companies, including Yahoo, Intel, MTV, AT&T, Behr Paints, Fleishman-Hillard, ReadWriteWeb, SAY Media, Mozilla, Cisco, Facebook, and Current TV. She authored the Community Certification program at GetSatisfaction.

The best way to measure marketing effectiveness is …

“For our clients, we try to keep it very simple. It’s the cost of customer acquisition minus lifetime value. CCA would include advertising costs + marketing costs + sales rep salary (the number of them normally required to make a sale) for the length of time our sales process normally takes. In other words, if our client’s sales process (lead to close) usually takes three months, we take the cost of those activities for three months, divide it by the number of sales made in that period by that sales team, and we have our CCA. So, if we have a CCA of $235 and an LTV of $35,000, we feel like we’ve done our job.”

Michael Riley

Michael Riley is co-founder of Boxter and previously founded the startup Simplpost. He is active in the local community as an organizer for TechGirlz, Philly Startup Leaders, and also founder of Follow him on Twitter: @itsatechworld

The best way to measure marketing effectiveness is …

“ROI is the most important measurement for our marketing. Calculate the return on investment using three factors. The lifetime value (LTV) of a new customer. What call to action (CTA) converted them to a paying customer. And what it cost to get that customer into our funnel (CAC). Having those three pieces of data allows us to make smarter marketing decisions and gives us the entire big picture.”

Sharon Harry

Sharon Harry serves as Director of Marketing for Metropolis Technologies, a call reporting, and Telemanagement manufacturer that enables businesses to gain insight into their voice network communications through analytics. Since joining Metropolis in 2011, Sharon has led all channel marketing programs, communication, and product strategy. She is passionate about customer engagement and on-going improvement.

The best way to measure marketing effectiveness is …

“At Metropolis, we operate a lean marketing department, and our efforts come down to one deciding factor regarding effectiveness: the creation of a sales opportunity. Isn’t the point of brand awareness generating market share, which directly translates to bringing in revenue? We use Salesforce CRM to record and manage our lead sources and track their sales path whether they come from a trade show, email campaign, advertisement, or inbound web lead. It all comes back to ensuring the leads are resulting in qualified sales, which we easily do by running campaign reports out of Salesforce.”

Pratibha Vuppuluri

Pratibha Vuppuluri is the Founder & Principal at KeyInsite Inc, a data analytics company, and a Co-Founder of NariNetwork, a women-focused digital media company. Pratibha has more than ten years of experience in the financial services industry, including seven years in the Healthcare, Private Equity Secondary Market, and Technology Investment Banking space at UBS and Deutsche Bank. She has also authored and published an economic thesis on “The Impact of Negative Economic News Coverage on Consumer Confidence.” Pratibha graduated from Cornell University with a BS in Applied Economics and Management with Distinction in Honors Research and completed her Masters in International Affairs (International Finance and Economic Policy) at Columbia University.

The best way to measure marketing effectiveness is …

“The best way that KeyInsite,, tracks marketing effectiveness is by gathering information of the number of unique visitors who approach your website. As a startup, your marketing strategies need to be effective. Are we producing enough content to keep our visitors engaging? Unique visitors will help achieve our marketing strategy of getting our name into the market. We would like to see a significant increase in our unique visitors.”

Mike Shaw

Mike Shaw is the SEO specialist at Tower, a search engine marketing agency in Lancaster, PA. He helps to develop the client’s website authority, trust, and positioning in the SERPs. Mike has worked with companies such as Mercedes-Benz, Travelzoo, Car Hire Market, and Insider-Journeys.

The best way to measure marketing effectiveness is …

“When it comes to measuring the effectiveness of our marketing campaigns (for clients and ourselves), I pay serious attention to engagement. Engagement is a significant indicator of how effective your marketing campaign is because it considers how your content has been perceived and used by users; it is also trackable.

Useful engagement metrics to track:

Brand Awareness – type your brand name into Google and Twitter and see what people are saying. Are there positive comments and reviews, or are there negative statements you need to address? Either way, it gives you a glimpse into how your brand is perceived.

Social shares (re-tweets, shares, likes, +1’s) – We have all heard the cliché saying, “sharing is caring.” Well, it is true! People only share what they want to share, and they share it because the content has something relevant to them somehow. Discovering who is sharing your content offers marketers great insight into demographics, target audience, and reach.

Commenting – When people comment on your website, it gives marketers the chance to engage with them. When you engage with your users by commenting back, it shows a ‘real’ person involved who cares to respond if you compare two blog posts, one that has comments vs. one that does not, it is obvious which content had more impact.

Inbound links – The number of external links to your website from other relevant, authoritative sites indicates that other people have found your content and consider it a valuable resource or reference.”

Nima Noori

Nima Noori is the Founder and CEO of TorontoVaporizer, Canada’s largest eCommerce retailer of vaporizers and vaporizer accessories.

The best way to measure marketing effectiveness is …

“Tools like ‘Optimizely’ allow one to AB test different elements on a website and let the users vote on the effectiveness of a micro-marketing initiative with their behavioral patterns. If the color of a sign-up button changes and the click-through rate goes up by 1%, that may indicate that the new color is just more effective. This is the new era of marketing-driven by real-time data and user’s voting with their behavior. So, it will boil down the measure of a company’s marketing effectiveness to how fast they can prove or disprove a hypothesis, and that is so clever that it doesn’t require any guessing game in the marketing process anymore.”

Dimitar Serafimov

Dimitar is the Marketing Manager at InPlayer, an ecosystem of products for video monetization.

The best way to measure marketing effectiveness is …

“The best-case scenario for a marketing manager would be to manage a marketing dashboard and continuously track the prespecified Key Performance Indicators (KPIs). The KPIs report should give a clear picture of the dynamics of the crucial numbers to the business. I want to point out a metric that we provide a top priority for. It’s: *Number of conversions / Cost per conversion*. The following ratio gets the closest to Return of Investment (ROI), as the ultimate marketing principle. The conversions can be all the parameters that grow the visitor to a potential client: user sign-ups, video plays, contact form submission, purchases, etc. The cost for achieving that indicates if that conversion is acquired efficiently.

The metric can morph into sub-metrics like Social conversions efficiency (Engagements+new followers/acquisition cost), PR conversion efficiency (Media mentions/acquisition cost), etc.”

Gary Brooks

Gary Brooks is the CMO of Urjanet– the world’s first provider of automated energy data that enables organizations worldwide to make smarter, more profitable, and eco-friendly energy management decisions and sustainability decisions. Gary is a B2B marketing addict, occasional blogger, innovator, change agent with an entrepreneurial spirit and a proven track record of delivering breakthrough revenue performance.

The best way to measure marketing effectiveness is …

“The simple answer is sales pipeline and revenue. The more complicated answer involves tracking and measuring other marketing metrics leading indicators of sales pipeline and income, including website visits, content and social media engagement, leads, lead conversion rates, sales meetings, qualified sales opportunities, etc.

Smart companies invest in marketing for one reason: to get more buyers to buy more products, more frequently for more money, but many organizations fail to quantitatively track and measure the effectiveness of marketing in terms of pipeline and revenue. It is simply irresponsible. Marketing is an investment, and as stewards of this investment, CMO’s and their teams have a fiduciary responsibility to deliver a positive return on this investment. Marketing ROI must be quantitatively measured in terms understood by leadership teams, investors, and board members.

To ensure CMOs and marketing team members remain focused on delivering pipeline and revenue, their compensation plans must be tied to these goals and other metrics leading pipeline and revenue success indicators. Quantitatively measuring marketing performance and aligning sales and marketing goals and compensation plans is a must-do, first step to scaling revenue and maximizing marketing effectiveness.”

Ellie Mirman

Ellie Mirman is VP Marketing at Toast, an all-in-one restaurant management company. Before Toast, she held various marketing roles at HubSpot, an inbound marketing and sales software company. Ellie’s specialties lie in lead generation, email marketing, sales & marketing alignment, and marketing analytics.

The best way to measure marketing effectiveness is …

“The #1 way I measure marketing effectiveness is simply how many customers (and how much revenue) is driven by marketing. Of course, that can mean many different things, but starting with that simple definition of success is critical. For example, marketing can attract new leads through social media or email marketing. Marketing can attract new leads by running paid lead generation campaigns. Marketing can increase the number of customers by enabling sales with tools to be more effective. The customers and revenue that close due to these efforts are the most critical metric of success—the simpler the metric, the more precise the impact.

In terms of tools, we use a combination of HubSpot, Salesforce, and Google docs/spreadsheets.”

Kunle Olomofe

Kunle Olomofe is the Founder/CEO, Adtwist Publishing Co, an award-winning business executive, social media influencer, and online publisher. He has almost two decades of experience working in the digital marketing and online publicity space. He is a renowned Speaker and Trainer who consults with individuals, SMEs, and large firms worldwide.

The best way to measure marketing effectiveness is …

“I do digital and publicity marketing consulting work for small, medium, and large firms across various industries, and the no. 1 way I measure marketing effectiveness is through specific core KPIs (Key Performance Indicators), which defer depending on the marketing projects I’m working on or clients I’m working with per time. For example, suppose I’m working with a client concerned about web site traffic, visitor engagement, and how many visitors are converted to customers per visit, and which products they buy from a list of available products on their web site. In that case, I trust Google Analytics to give me answers with point and click ease. If my client happens to be more concerned with web mentions and market reach online, I use Google search results, the Google Alert tool, and good old regular web surfing to determine the effectiveness of such a campaign.

For example, a recent client was most concerned about their brand’s image and local market reach online, so what we did was to determine which KPIs would best reflect the progress of their campaign. The KPIs we chose included how many times Google found their brand name mentioned online in a positive light and what kind of feedback (especially comments) they received via their social media channels. We were also keen on how many more inquiries they got from their new web site and if Google found their site worthy of the no. 1 spot after a reasonable period from when a re-design was launched, which leads me to what I consider to be the most critical aspect of measuring marketing effectiveness.

Time Frame To Seeing Results: Like many consultants, I meet clients who are so eager to turn their situations around that they would be willing to pay handsomely for instant solutions. This is where I always step in with some firm advice that goes like this. Suppose you want real, lasting, reliable solutions. In that case, you have to be willing to input necessary variables consistently. Most importantly, you have to be ready and willing to wait and see results over a reasonable period. In most cases, I suggest awaiting and measuring the period of at least 90 days from the start of a project, and we then carry out KPI analysis meetings every 30 – 90 days after that.”

Bryan Clayton

Bryan Clayton is the CEO of GreenPal, which is best described as Uber for lawn mowing.

The best way to measure marketing effectiveness is …

“We measure our customer acquisition by calculating our net promoter score (NPS). We do this by regulatory running customer surveys using a tool called Get 5 Stars. Using this tool, we solicit feedback from our customers, if good ask them for reviews for our site and third-party sites like Yelp; if bad, we get out in front of the issue immediately. Then we ask, on a scale of 1-10, how likely would you be to refer a friend to use GreenPal. We then use that data to calculate our NPS. Doing this allowed us to capture some funny reviews. We have a mantra. Listen to your customers. Otherwise, you will have none.”

Andrew Davies

CMO and Co-Founder of Idio, Andrew, fuses an in-depth knowledge of digital marketing with ten years of running technology businesses. He works with leading content marketers who use idio’s Content Intelligence platform to deliver rich audience insight, content personalization, and sales

The best way to measure marketing effectiveness is …

“The number one way to measure marketing effectiveness is number and value of leads generated. The ROI formula we use at idio for evaluating all of our campaigns is ROI =(Gain-Cost)/Cost. Let me show you how that works with a real-life campaign. We created an ebook recently: The cost of that campaign was £4950. We calculated that by adding labor and design costs (£3200), technology costs (£650), and amount spent on paid promotion (£1100).

The gain was £10,200. We calculated that by ascertaining the number of marketing qualified leads generated (136) and the value of an MQL (£75). Putting that into the formula ROI = (10200-4950)/4950 = £106%. Or, put another way, for every £1 invested, we got £2.06 of value back. Marketing will forever battle with the presumption that it is a cost center, not a revenue driver. Us marketers do ourselves no favors when we validate our efforts with engagement/brand awareness metrics rather than the business metrics which show how marketing moves the commercial needle.”

Michelle Stinson Ross

Michelle Stinson Ross is the head of Outreach at AuthorityLabs and an industry-recognized authority on social media’s outreach power. She has worked with several clients to increase brand awareness and the visibility of special promotions and how to use the social space to connect with media influencers and the public.

The best way to measure marketing effectiveness is …

“All of my marketing efforts are measured against business goals, and I use a mix of tools and metrics to do that. For instance, if brand awareness is a goal, I will track my social media posts’ reach and engagement in the platform analytics and 3rd party tools like Sprout Social. I will also track web traffic driven by those posts and shares in Google Analytics. If something more specific, like email sign-ups, is the goal, I will also track conversions against traffic driven by search, social, and PPC. We will also keep track of how those landing pages are ranking in search results with our proprietary tools.”

Rick Whittington

Rick Whittington is the owner of Whittington Consulting, an online marketing firm based in Richmond, Virginia, specializing in websites and lead generation for business-to-business companies.

The best way to measure marketing effectiveness is …

“The number one way to measure marketing effectiveness is the cost per lead. The combined cost of production costs, ad spend, and team salaries divided by the number of leads you generate for sales will tell you how efficient your marketing spend is, how targeted your efforts are and gauge how effective your total marketing efforts are. This metric is useful because a company can determine how much they can pay for a lead based on close rate and determine if their marketing efforts lead to profitable transactions. A close second best metric is conversion rate, which is a percentage that can be found by dividing the number of visitors coming to your website by the number of leads resulting from your website. While there is no benchmark for conversion rate — and it can vary by industry — this metric tells a story of how successful you are at bringing qualified visitors to your website and how successful your website is at convincing visitors you have something to offer. A higher conversion rate means that you need fewer visitors to get the same number of qualified business opportunities from your website.”

Carolyn Wilman

Carolyn Wilman (aka @IdeaMajesty) is a Digital Marketing Strategist and Sweepstakes Specialist. Carolyn teaches SMB how to effectively use online marketing and social media management to maximize their digital presence converting to sales.

The best way to measure marketing effectiveness is …

“This is going to sound obvious, but it’s sales. ALL marketing activities should always lead back to sales. There are all types of tools to measure online analytics, impressions, engagement, etc.; all the connections in the world won’t make a lick of difference if your company isn’t making money. That said, you do need to trace back from sales to your marketing efforts to figure what is working and what isn’t so you are not wasting money and effort either. What specific tools you use will all depend on the marketing activity.”

Shekhar Deo

Shekhar Deo has extensive development experience in distributed, clustered systems and data storage technologies. He was instrumental in building EngageClick’s advertising technology platform utilizing machine learning algorithms and rich data analytics to analyze consumer behavior in real-time.

The best way to measure marketing effectiveness is …

“1) Measuring marketing effectiveness is an art and science together. There is no one #1 way to measure it. However, there are multiples of equally important measurement. I know most people want to track marketing effectiveness by sales. However, this only works if marketing is your product; otherwise, any product that’s being marketed needs to speak to customers’ needs. We’ve three instrumental measurements:

– Measuring the marketing reach to the right audience – It’s essential to measure if your marketing reaches the right audience. Most marketers don’t measure it. They use the info during planning time and then hand it over to the media execution team to reach them. It’s important to measure by several pixel tracking, campaign analysis, visitors analysis, etc., to understand what type of audience the marketing is reaching out to. We call it persona metrics.

– Measuring the possible direct outcome of reach – We attach 2-3 goals to each marketing campaign, such as social visitations, direct web visitations, lead generations, and conversions. We call them communication metrics.

– Measuring optimizations – Keep optimization metrics handy. It’s important to optimize to get a better result, but it’s equally important to measure optimizations. We call it optimization metrics.

2) We use our proprietary software that algorithmically builds out persona once the campaign is started frequently and provides a great way to visually look to the audience, communication impact, and results. It gives all optimization metrics as well. We’ve built it to provide a unified view of all communications across all channels and devices so that we as marketers look at the bigger picture and plan out tactical needs.”

David Ring

My name is David Ring and I am the Product Marketing Manager of MioDatos.

The best way to measure marketing effectiveness is …

“Our number one way of measuring marketing effectiveness is the lead conversion rate. It shows the effectiveness of our marketing campaigns, the existing knowledge of prospects when talking with our sales team, and the overall effectiveness of both teams in general. This metric can be compared month over month to determine the success of both teams.

Secondary analytics related to this metric also includes the average time our sales team speaks with a prospect before closing a deal and the number of products and total sale amount of the order. The more effective our marketing team is in educating prospects on our products, the less time our sales team spends explaining the product. The number of products and sale amount reflects our sales team’s ability to upsell on complementary goods as well as their general effectiveness.”

Jacob Molz

Jacob Molz is chief communications officer for ISS 24/7, the nation’s leading provider in facility and venue management software. He is a UCF Alumni with a BSBA in Management and has an MBA in Entrepreneurship from Nova Southeastern University. He is both Inbound Marketing and HubSpot certified.

The best way to measure marketing effectiveness is …

“My #1 way to measure marketing effectiveness is ‘authority.’ It might seem unconventional, but if we are telling our story “effectively,” our brand awareness will increase, and the rest follows. For example, I know that as long as we are the thought leaders in our industry, the ‘conversions’ will follow – and they do. We use HubSpot to measure our proprietary “authority formula” to determine how our story via content is being received and reciprocated. When you are sourced in top industry magazines without paying ad space, as a vendor, you know you are telling your story the right way.”

Victor Bilandzic

Victor Bilandzic is a Managing Consultant at Motava, a digital marketing agency in San Jose, CA. Victor and his team at Motava have worked with hundreds of clients in numerous industries ranging from talking parrot shows to high-tech electronics.

The best way to measure marketing effectiveness is …

“We first define the primary business objectives for a business. For the types of companies we deal with, that is almost always one of the following two goals:

1. Increase in sales

2. Increase in leads

From there, we define the average value of each sale or each lead with the client. We’ll then use a custom dashboard tool (, to determine the sources of each successful conversion to track where the visitors came from and if they came directly from our efforts.

What’s nice about the tool is we can also integrate with apps or sources that don’t have direct reporting integration, like Yelp’s deals. We add the data to a spreadsheet then upload it to the dashboard using their CSV feature.”

Cathy McPhillips


Cathy is the Vice President of Marketing at the Content Marketing Institute, leading marketing efforts for CMI, Content Marketing World, Intelligent Content Conference, CMI University, CCO magazine, and other CMI properties. She works hard to get you to CMI events – online and off – and gets extra excited for opportunities to meet #CMWorld, community members in person! Cathy is also a board member for The Orange Effect Foundation.

NOTE: The following information is excerpted from A Simple Plan for Measuring the Marketing Effectiveness of Content via Content Marketing Institute. 

“When putting your measurement program in place, start by deciding on…”

How frequently you’ll collect your data. A good schedule to start with is measuring marketing effectiveness every month — we’ve found that this has worked well for CMI (though we may watch some metrics weekly to make sure monthly goals stay on track — especially for metrics we can modify quickly). Then, you will want to create a spreadsheet that documents and tracks the following:

  1. Your marketing goals. If you have several, it may help to put them in order of priority. (By this point, you should have agreed on goals with your management team; but if you haven’t, now is the time to get on the same page.)
  2. The key performance indicators (KPIs) you’ll use to measure the marketing effectiveness of your content.
  3. Your plan for gathering this performance information.
  4. Who will be responsible for collecting and reporting this data.

Jim Joseph


Jim Joseph is the chief integrated marketing officer and president of the Americas for New York-based communications agency Cohn & Wolfe, part of the media company WPP Group PLC. He is the award-winning author of The Experience Effect series, teaches marketing at New York University, and is on the board of directors for the number one branding school in the country, The VCU Brandcenter. Joseph’s new book, Out and About Dad, chronicles his unique journey as a father during a unique time in our cultural evolution.

NOTE: The following information is excerpted from To Track the Effectiveness of a Marketing Plan, You Need Modern Day Measurement via Entrepreneur. 

“You’ve outlined your strategies and identified your tactics, so now you must create your measurement protocol…”

It starts with your goals, of course, which was the first installment of this series on marketing plans. But then you need to identify the elements that will make up those goals, the interim steps that will tell you if you are on track.

The interim goals could be anything that will track your progress, be it social media followers, numbers of shares, or coupon redemption. Your interim goals should prove whether you will make your annual goals, allowing you to do what’s necessary along the year to change the trajectory.

This is modern-day marketing measurement — not allowing the entire year to go by before you know if you’ll succeed and doing everything in your power to stack the deck towards making your goals by using data to track your progress. Then, of course, also altering your marketing plan in response. I would suggest a weekly, bi-weekly, or monthly dashboard to quickly capture your results in a format that allows for easy decision-making.

David Court, Jonathan Gordon, and Jesko Perrey


Since 1926, McKinsey & Company has been the trusted advisor to the world’s leading businesses, governments & institutions.

NOTE: The following information is excerpted from Measuring marketing’s worth via McKinsey & Company. 

“Marketers often hear that the answer to improving their judgment in this rapidly changing environment is…”

Data and some companies have sophisticated analytical tools. Yet, it’s challenging to integrate all of this information in a way that not only provides answers that you trust but can also inform smart marketing changes. We counsel a return to what creates great marketing judgment: start by formulating hypotheses about the impact of changes to your marketing mix and then seek analytical evidence.

For example, one insurance company spent a year working on a complex demand model to understand the impact of its growing marketing spending in light of declining sales. Yet output from the model “felt wrong,” and the analytics were too complicated for business leaders to understand. It was only when the company articulated specific questions. It tried to answer and designed targeted modeling exercises to prove or disprove them that it could eliminate a lot of “noise” in the data and uncover a clear relationship between marketing spending and business results. That’s when the internal dialogue shifted from “should we be spending on marketing at all?” to “what’s the optimum marketing spending needed to hit our targets?”

We are excited by the possibilities that “big data” and advanced analytics create—no question. But data remain only as useful as the expertise you bring to bear, and sound judgment will remain a hallmark of the best marketers.



The Salesfusion platform is designed with the typical marketer – and the typical small marketing budget – in mind. Native integrations with the major CRMs help get sales and marketing on the same page and make it easier to work together. Built by marketers, for marketers, every component packs a serious punch, yet is easy to use; from initially attracting prospects, to crafting communications, to determining success and areas of improvement.

NOTE: The following information is excerpted from Measuring Marketing Effectiveness: 5 Metrics You Need to Track via Salesfusion. 

“One of the most important metrics to measure for gauging marketing effectiveness is…”

Marketing contribution to revenue. This is the big one — what percentage of overall company revenue can be traced back to your marketing team’s efforts? Obviously, the higher the number here, the more effective your initiatives. That said, there’s a lot that goes into telling this story, and it doesn’t necessarily tell the whole story, as some areas of effectiveness, like brand awareness and website activity, may take longer to translate into revenue or may benefit the company in non-monetary ways.

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