Measuring Marketing Effectiveness

October 13th, 2009

by Tina Hutzelman

This past week, I had the pleasure of speaking with Jim Lenskold of Lenskold Group about measuring marketing’s effectiveness.

As a marketing consultant, I know that more companies than ever want to measure the effectiveness of their marketing efforts. And after reviewing many articles, websites and books (as well as interviewing consultants in the metrics arena), I really like what I hear in Jim’s approach.

Bottom line – he’s very realistic about the benefits, challenges, and commitment required when executing a measurement process.

He explained that measuring marketing effectiveness requires a commitment by management to allocate sufficient budget, staff, and time. Yet too often, the resources required to capture the desired metrics are more than a company is currently ready to commit.

So what can companies do to take those first steps toward measuring marketing ROI?

I’d suggest beginning by investigating the benefits of being able to measure the return on your marketing investment. Armed with this information, you’ll be better able to decide if such measurements will help you move your company toward your business objectives. And if you decide that metrics will help you reach your objectives, you can begin to earmark the resources necessary to execute a plan.

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3 Responses to “Measuring Marketing Effectiveness”


  1. October 31st, 2009 at 6:06 am

    [...] Here is the original post: Concept Company» Blog Archive » Measuring Marketing Effectiveness [...]


  2. December 29th, 2009 at 9:20 pm

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  3. February 22nd, 2010 at 8:39 pm

    Excellent post. As always I enjoy reading your posts…

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