Several companies provide multi-channel measurement capabilities. Each has a dominant channel measurement “wheelhouse” with expansion services to measure and analyze a hand full of additional channels. The issue is that each company measures and analyzes in terms of individual channel metrics.
While that can provide an amazingly accurate picture of the performance of a single channel, it doesn’t really provide you with an intuitive way to compare that performance with other channels to truly optimize your marketing mix. Who’s to say that an email click-thru rate of 6.7% contributes more to overall marketing performance than 250,000 impressions?
Terametric uses a mix of data collected from publicly available, proprietary and social media sources to quantify the performance of each individual channel and through a proprietary algorithm, normalizes performance metrics into a common scoring system. This allows our clients to:
- understand channel performance individually and comprehensively
- quickly identify under-performing channels and drill down into underlying factors
- understand which channels contribute the most to total marketing performance
- create an accurate marketing optimization roadmap to maximize marketing investment
The ability to quantify channel performance, accurately correlate it to marketing return and study changes in both over time allows Terametric to accurately calculate a company’s marketing ROI.
Let us know if you have any questions. I’m sure some have occurred as you’ve read through this. Maybe you wonder about the validity of our conversion of channel-specific metrics into a common numeric scoring system? Whatever you’re questions may be, please let us know. We’ll do our best to answer them fully and quickly. Fire away, friends!
Tags: marketing measurement, marketing metrics, marketing roi
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