Marketing has a credibility problem, due primarily to the fact that entrepreneurs are often unable to identify which marketing components are contributing to revenue. Online marketing, in particular, can get caught up measuring soft metrics like site visitors, page rank, likes, and followers — metrics that may not quantifiably be connected to revenue and profit.
Marketing analytics, one of the top marketing trends according to Entrepreneur Magazine, gives entrepreneurial companies the information needed to confidently measure the ability of marketing to directly impact revenue. It goes beyond web analytics, and measures the direct closed-loop connection between marketing and sales.
The quote below from the early 1900s is still relevant today. And that’s unfortunate, because marketers today have the technology needed to “close the loop” between marketing and revenue. Our approach is to help entrepreneurs tie every lead, customer, and dollar back to the marketing effort that generated them. We focus on the science of marketing, and the metrics and analytics that will let you know what is working and what needs improvement.
Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.
— John Wanamaker