Unclear marketing outcomes
Finally, if you have overcome all of the above you may stumble at this final but important step; being able to measure marketing and business outcomes. An outcome is different french email address list to a marketing result or KPI. Companies are sinking in a range of detailed KPIs (e.g. channel specific KPIs such as email open rates, click rates, social media likes, shares or ad conversions etc), without really knowing what the outcome of their marketing is. What the marketer really wants to understand is what the aggregate impact or outcome on the business is, e.g. how many customers am I acquiring, how many am I losing, how many upgrades or downgrades have I had in the last month, how is marketing driving my profitability or loyalty etc). A good outcome to be aware of, for example, is to understand the net impact of a campaign on my customer segments. For example, it is possible that one has a positive campaign ROI, but this comes as a result of losing customers from a high value segment to a less valuable segment? This could initially look like a great campaign result, of the quality of your customer base. As a marketer I would like to understand these essential marketer outcomes as well as the detailed KPIs.
The good news is that each of these barriers can be overcome with the right strategies, processes, data and technologies in place and that is what drives Apteco and its network of partners every day. It is really all about turning Marketing “Insights into Action”. To learn more about what Apteco offers to help overcome these challenges, take a look at our eGuide “Why intelligent campaign automation is vital for marketing success” or maybe start a free trial of our software here.