Marketing ROI tips

Before taking on the challenge of creating an ROI analysis for a company’s marketing campaign there are several things a person has to remember.  The most important being the validity of the data.  Nobody will believe your results if they don't know where your data is coming from so make sure you understand every aspect of your analysis, down to the most minute detail. The second thing is to make the analysis simple.  Don't crown your analysis with unnecessary numbers and graphs.  Focus on one particular metric and work on explaining the details behind that metric.  As an example if you use the ROI measurement you want to start by saying "The ROI for this campaign was 150%" and this is where the numbers came from.  Do a deductive analysis by starting with the general and work your way down to the specific.  This way you will be less likely to lose people and drown them with too much data.  The third thing is to keep your analysis consistent from one campaign to the next.  Don't keep changing your numbers and metrics every time you present your findings.  It usually takes several presentations before everyone is on board.  People hate surprises and will tune you out if they are confused.  If you do decide to change a metric make sure you explain what you did first.  The last thing and most important thing is to have accurate numbers.  As an analyst the worst thing you can do is have inaccurate data. If you lose trust in your numbers especially from executives you will have a hard time recovering.  It's better to have a few simple "ACCURATE" metrics then a dozen obscure shady metrics. Keep these points in mind and you will succeed with your ROI measurements in the future.