Tag

measurement Archives - We Are Crank

Guide Creating Marketing Budgets and Forecasts

Marketing Spend, Budgeting and Forecasting Guide (free)

By Marketing Budget, Measurement No Comments

Marketing Spend

Marketing spend is a big deal.

How marketers approach forecasting and budgeting, marketing spend and performance, including return on investment (ROI), benchmarking, and specific Key Performance Indicators (KPIs) and metrics.

In order to win, marketers need to own the forecast and budget, and set a variety of benchmarks, continually analysing, adjusting, improving and investing.

Despite the efficiency and flexibility offered by forecasting marketing spend – and, increasingly, ‘zero-based budgeting’ – there is still a large gap between those that forecast properly and those that are just being handed budget to spend.

The report (in association with London Research) contains recommendations for businesses seeking to improve their marketing budgeting and spend, and looks at

    • Forecasting and allocation,
    • Evaluation and allocation,
    • Performance and ROI,
    • Benchmarking and attribution
    • Recommendations.

Find out if you are a legend or laggard and DOWNLOAD free guide here.

Read More

what does good measurement look like

Hey, good looking!

By Audience, Measurement No Comments

Just tell me, what does good measurement look like?

So what does good measurement look like, how do we define it and how do we know we are putting our effort into the right things?

We have been wrestling with the issue of good to determine what it is and certainly what it isn’t. In the image above what good looks like varies from one individual to another. Beauty is certainly in the eye of the beholder.

Read More

when to use funnels

WTF What the fu. . .nnel and when to use funnels

By Audience, Ecommerce, Marketing Budget, Measurement, Prioritization No Comments

When to use funnels

We all seem to be obsessed with funnels talking about them and using them to make big decisions within our business. But when should we use a funnel? They have a role to understand where a business is trending; however they are useless at understanding what needs to be fixed.

At Crank we create funnels to build out a profile of business health, but we don’t just rely on the funnel to provide the answers.

As a for instance let’s take time, we like to look at ‘like for like’ time periods.

Read More

Understanding Engagement – I won’t marry your website!

By Ecommerce, Engagement No Comments

Why is engagement so hard to understand?

We have more data than ever and you would think defining what good engagement looks like would be easy to understand.

Just because we can get the data easily it doesn’t mean the answer immediately jumps out at us.
There was a time when we had to think about our questions rather than just extracting the data and saying “there you go, see the data shows . . .”

In this post we look at “what is engagement?” and “how do we measure it?”

Read More