Many organizations are drawn to the promise of financial analysis to associate specific revenue returns with marketing tactics. In reality, B2B marketing interactions are rarely simple enough to allow determination of the exact return provided by each individual tactic. Tactic analysis is best used to measure the relative effectiveness and efficiency of tactics against a shared objective.
Editor’s note: This is the fourth in a series of briefs on best practices for marketing efficiency metrics. Although this brief primarily addresses tactic analysis, organizations can easily adapt these methods to program analysis within campaigns by rolling up the results and spend from individual tactics to the program level.