Do you know if your marketing efforts are working? How do you measure success? How is your marketing strategy tied to overall business performance?

Appropriate Measures evaluate whether your marketing activities are “working” according to your business goals. Quaero helps companies improve the measurability of their marketing efforts and customer activities through development of Appropriate Measures.

Quaero works with each client to ensure understanding of the data and processes underlying the measures being developed, as well as the client organization’s willingness to act on the information.

First, we create a strategic measurement framework for evaluating which marketing channels will bring the highest return from specific customers at specific stages of the customer engagement cycle, enabling the customer to direct marketing spend where it will be most impactful.

Second, we develop appropriate, consistent metrics – timely, easily understood, actionable and reliably calculated – that work across numerous dimensions and can be based on number of customers, activity (response rates, productivity) or monetary value (ROI/LTV).

Improvements are made incrementally as the framework is implemented through multiple phases.

Quaero’s approach directly links these measures to the business drivers against which the client’s progress is gauged, and allows for comparison of measures while maintaining appropriateness for each marketing vehicle/activity. The result: clear, reliable measurements of marketing success based on activity, customer, spend, etc., as appropriate.

Quaero also develops custom onscreen dashboards that display real-time information from a company’s marketing database or spreadsheet files, automatically or in response to a query. Dashboards offer a snapshot of current marketing results and a method for comparing them to historical patterns, enabling improved, knowledge-driven planning and decision-making. They eliminate the need for frequent reporting from staff and provide an easily-navigated means for checking progress toward your marketing goals.

If your company is concerned about significant organizational change or the return on a critical technology investment, Quaero’s Appropriate Measures discipline will help you define the measures that will validate your project’s success.