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Why Track Results of Marketing Tactics?

Published on: September 13, 2010
Filed under: Tactical Marcom, Event Marketing

LinkedIn is a great forum for asking questions and getting well thought-out answers. Recently, someone asked what goes into an event debrief. Since I’m a firm believer in tracking the results of marketing initiatives, I was happy to provide a response.

The value of a Post-Event Report starts with a solid Event Plan.

Pre-event
  1. Read any historical evidence that was documented as a result of participating in this specific event in previous years, or similar events
  2. Do a quick strengths, weaknesses, opportunities, and threats (SWOT) analysis to identify any changes in the internal and external environments since the last event
  3. Articulate the goals of the event
  4. Set reasonable, measurable objectives (include description, baseline data, measurement of success and date the measurement will be achieved, tracking method, and owner)

Post-event
  1. Collect quantitative data and compare it to the objectives
  2. Collect qualitative data (anecdotal evidence) by talking with relevant stakeholders
  3. Determine what worked and why
  4. Determine what didn’t work and suggestions for improvements
  5. Calculate the return on investment (ROI)
  6. Advise whether you would recommend this tactic be repeated
  7. Document all of this data as historical metrics

This process can—and should—be applied to any marketing tactic that you implement: a website refresh, direct mail campaigns, email campaigns, webinars, and more. The more historical data we collect, the more likely we don’t waste valuable time and resources on tactics that don’t measure up.

What else would you include in a post-tactic report?

Crosby out.

Tags:  marketing communications consultantmarketing servicesevent plan