Marketers should focus on gathering key business data to help them measure and gauge the success of their marketing campaigns, an expert has advised.

Traci Gere, managing director of ExpM, said marketers should deliver crucial data for measuring return on investment to key staff members who can facilitate a change in the approach to marketing campaign measurement.

Writing in Marketing Profs, she explained that new data can spur senior brand management into considering fresh marketing options for a brand with a long-established strategy.

“It typically takes data and analysis to make the case for a new option, but once the recognised leader starts heading in a new direction, others feel confident enough to follow,” Ms Gere said.

She added that if marketers lack access to key data, they should find a way to overcome this obstacle because it is only when they gather relevant data that they will have the information they need to begin “predicting future outcomes with some confidence”.

Jonathan Kranz, head of Kranz Communications, recently advised marketers to be upfront with clients about any mistakes they may have made in order to prevent client relationships turning sour.

Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing
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