7 MIN READ

Marketing Professionals Still Do Not Have An Accurate Way To Measure Results

Zoe. zoe@beehiveleads.com

Business Development Manager

After attending LeadCon in Las Vegas and sitting in seminars one thing struck me… Just how many marketing professionals in the room could not accurately measure performance. These are people with, in some cases, huge marketing budgets. Budgets it seems that they are not able to tell if they are spending wisely!

In the world we live in, with technology for pretty much everything, this should not be a grand task. If you want to measure your steps each day you have a variety of ways to do it including using your phone and wearing a watch. If you want to buy products using only your mobile to save time it makes sense. So why are there still so many companies not utilising an accurate way to track how much money you are making from marketing?!

We built our systems internally which tell us more information that we probably ever need to know. As we buy so much traffic and spend over $500,000 a month to do so it’s crucial we see down to a specific key word level exactly how much bang we get for our buck!

The importance of having access to accurate analytics is so great it seems crazy to not have access to these systems. How can you monetize to the maximum without understanding all of the data? When sending emails surely it would be great to know if the user is male or female.

The reason so many companies use paid search as their primary model is because it is the easiest to measure. This doesn’t, however, mean it is the most effective! When working with the right publisher who has engaged users it can be a much better way of acquiring new customers and at a lower cost to you. The publisher takes the financial risk by buying in the traffic and segmenting those specifically interested.