Performance Marketing: Turning Marketing Investment into Measurable Business
1. Executive Summary Performance marketing focuses on measurable actions , such as qualified enquiries, registrations and purchases, rather than visibility alone. The objective is profitable growth, not simply cheaper clicks. Campaigns should be evaluated against customer quality, contribution margin and incremental business outcomes. Measurement requires more than attribution. Attribution assigns credit to marketing interactions; incrementality asks which outcomes would not have occurred without the marketing activity. Get a grip on marketing incrementality explains this distinction. [business.google.com] SAMP offers a useful management analogy: align expenditure with organisational objectives, establish decision criteria, manage risks and improve continuously. However, asset management certification and marketing effectiveness remain separate subjects. 2. Problem and Context: Why Marketing Needs Accountability Businesses often know how much they spend on advertising but have less ...