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5 Ways to Tackle the Tricky Business of Measuring Branding and Marketing ROI<\/a><\/blockquote><\/iframe><script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\n\/*! This file is auto-generated *\/\n!function(d,l){\"use strict\";l.querySelector&&d.addEventListener&&\"undefined\"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!\/[^a-zA-Z0-9]\/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret=\"'+t.secret+'\"]'),o=l.querySelectorAll('blockquote[data-secret=\"'+t.secret+'\"]'),c=new RegExp(\"^https?:$\",\"i\"),i=0;i<o.length;i++)o[i].style.display=\"none\";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute(\"style\"),\"height\"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):\"link\"===t.message&&(r=new URL(s.getAttribute(\"src\")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener(\"message\",d.wp.receiveEmbedMessage,!1),l.addEventListener(\"DOMContentLoaded\",function(){for(var e,t,s=l.querySelectorAll(\"iframe.wp-embedded-content\"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute(\"data-secret\"))||(t=Math.random().toString(36).substring(2,12),e.src+=\"#?secret=\"+t,e.setAttribute(\"data-secret\",t)),e.contentWindow.postMessage({message:\"ready\",secret:t},\"*\")},!1)))}(window,document);\n\/\/# sourceURL=https:\/\/www.crowdspring.com\/blog\/wp-includes\/js\/wp-embed.min.js\n\/* ]]> *\/\n<\/script>\n","thumbnail_url":"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2016\/08\/27132329\/content-marketing-ROI.jpg","thumbnail_width":2048,"thumbnail_height":1567,"description":"  One of the major benefits of the digital age is that marketers now have far more meaningful metrics by which to evaluate the success of their initiatives. It’s no longer just about creative swagger and assumptions regarding your\u00a0audience.\u00a0We have an avalanche of data on consumer preferences and behavior, website usage, content engagement, and more at our disposal. It’s enough to make ya giddy. With this data comes the ability to quantitatively evaluate the performance of our\u00a0efforts. A landing page, for instance, can be analyzed relative to conversions. Your display ads can be scrutinized according to cost per lead. Your social media posts can be compared on the basis of impressions and engagement. But is that really enough to demonstrate ROI on an overall strategy? How do you calculate the dollar value of a shared meme from your Facebook page? How do you determine the expected RoR on a newsletter subscriber? How do you assess the impact of a prominent retweet to your bottom line? How do you nail down the contribution of a new logo to your profits? This conundrum is particularly relevant to those making a case for a specific budget or allocation to a marketing initiative. This data glut has created an impression among those not directly involved in marketing that everything can be boiled down to decimal points.\u00a0But what about all of the peripheral marketing and branding activities taking place that\u00a0push your audience to convert? How does one explain that to the powers that be? 1. Whenever possible, give the people what they want — namely, hard numbers that take into consideration short and long term impact.\u00a0There are those who have come up with creative ways to make such determinations. Data segmentation, in particular, can help you do things like measure cost per lead\u00a0relative to customer lifetime value by channel. It’s not possible to do this for every aspect of your strategy, but delivering where it is can help your credibility. Want a free brand review?Answer 5 short questions and we will send a custom report with actionable insights and specific actions you can take to build a stronger brand. We just emailed the info to you. Email Address 2. Even when metrics are not tied to dollar amounts, collect, organize, and analyze trends in performance. Maybe you don’t have a way to definitively say how much an article share on Facebook is worth to your organization, but if you can demonstrate improvement in engagement, it shows that the strategy is working the way it should. 3. Contextualize all available data relative to aggregate spend. How much are you spending on your marketing as a whole? When possible, tabulate marketing-specific salaries, service provider\u00a0expenses, ad spends, contract work, new technology acquired within the given time period, and any additional expenses accrued through planning and execution. Hold that relative to the overall performance of the company during the same time frame, and focus specifically on improvement in associated metrics. Is this a\u00a0perfect\u00a0form of analysis? Of course not. But.."}