Campaign Influence: One More Marketing Metric That Matters

I recently came across a nice infographic about the marketing metrics that matter talking about the email, social, paid search, and display metrics you need to track.  Some examples are campaign influencetracking cost per lead instead of open rates or lead quality instead of deliverability rates on emails.  As I was reading this it made me think about another critical metric that was not mentioned here I find incredibly useful for understanding how my marketing works: campaign influence.

Campaign influence is a metric that I use to determine which of the campaigns I am running make the most impact on things like revenue, net new responses generated, opportunity creation in salesforce.com, etc.  Don’t get me wrong, tracking all the other metrics mentioned in this infographic for your web and email campaigns are also very important, but I have found that measuring campaign influence really helps me tie everything together and get a complete picture of how all my marketing campaigns contribute to the overall marketing mix.

As you are working on your marketing plan for 2014 think about tracking campaign influence as part of your KPIs to give you that extra level of data showing exactly how everything fits together and how marketing actually contributes to revenue.

If you are curious to learn a learn a little more about campaign influence check out this white paper on data-driven marketing.

Josh Rosenberg

About Josh Rosenberg

Josh earned his MBA from Santa Clara University's Leavey School of Business in 2012 with a concentration in Marketing Management. Previously he worked in marketing at Zscaler, Inc. and is currently the Marketing Manager for Full Circle Insights.