Gartner Research

Cost Optimization: Use Efficiency Metrics to Build Marketing Spend Accountability

Published: 30 June 2017

ID: G00331663

Analyst(s): Christi Eubanks , Lizzy Foo Kune

Summary

Marketing leaders are constantly challenged to produce better results with fewer dollars, leaning on analytics to reveal what's working and what's wasted. In their pursuit of advanced ROI formulas, many ignore easily calculated efficiency metrics that can help build visibility and accountability.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Calculate and Track Basic Efficiency Metrics by Channel and Campaign
    • Use Media Efficiency as Starting Framework
    • Extend the Framework to Owned and Earned Activities
  • Incorporate Efficiency Ratios Into Your Hierarchy of Marketing Metrics
  • Democratize Access to and Ownership of These KPIs Across the Business

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