Guy Powell: The Art Of Measuring Marketing Effectiveness
Guy Powell of ProRelevant is famous for winning a large bet with an airline executive that every aspect of the effectiveness of marketing could be measured quantitatively. Guy won his $5 because he never claimed it could be measured for free. But he makes a critical point that the return on investment of allocating some of your marketing budget to measuring its effectiveness is astronomical. In this episode of the Best Kept Secret Guy shares the 4 steps to implement a marketing effectiveness program and why any CMO who wants to keep their job needs to put this front and center of a company's marketing efforts.
Show highlights
03:13 The challenge to taking a data driven approach to marketing effectiveness
04:43 You can measure anything you do in marketing if you're willing to spend the time and money
06:59 How to measure the effectiveness of your marketing
10:58 The explosion of data requires sophisticated analytical methods including machine learning and artificial intelligence
11:55 The return on investment from marketing effectiveness studies can be phenomenal
15:30 Avoiding the embarrassment of failing in full view of the public
17:23 4 steps to implement a marketing effectiveness program
21:16 Learn about Guy. Email Guy at gpowell@prorelevant.com.
Email Jay at jay.kingley@centricityb2b.com
Sign up for a free one hour workshop called The Guide To Getting The Right Clients At The Right Time. The workshop will show you how to tap into the 80% of demand for what you do that is not available to your competitors at up to 20% higher margins where your clients will see you as the only qualified person to turn to for help. This predictable flow of clients that seek you out for your insight and guidance will increase your confidence, allow you to focus on doing what you do best which is serving your clients, and give you the financial returns your business is capable of generating.
