Download these Top Tips as a PDF guide

Measure your marketing activity

Measuring the effect of marketing is always difficult, and knowing how and when to adjust your communications mix is difficult to do without data. As everyone puts more emphasis on showing results, you need to be able to get your head around marketing metrics to prove what you do works.

Philippa Snare, Group Marketing Director, New Technologies at Microsoft contributes to our workshop Report your results and here gives us her top three tips on the subject:

• Impact: Think about the outcome you are wanting to have and less at first about the metrics you are trying to drive ... sometimes they are not related.
• Listen first: Who are you speaking with, what journey are they on, and how do you relate to them and their world? Show you are listening - the concept of social media or online is that it can be real time and it can be responsive, so prove it.
• Measure: Understand what is a legitimate measure of ROI, then help those around you understand that too. Sales are only one possible outcome, but not always the most important.

Courtesy of Philippa Snare