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    PulseQED is designed to tackle the complex challenges marketers face by offering real-time predictive insights and robust diagnostics, allowing for proactive and optimized marketing strategies.

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    Redefining Predictive Marketing

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    ScanmarQED provides practical analytical solutions for marketing and sales professionals. 

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    Marketing Effectiveness Measurement
    Marketing Mix Modelling (MMM) & Multi-touch Attribution (MTA)
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Marketing Effectiveness
Measurement

Unlock the true potential of your marketing efforts with our advanced AI-driven Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) solutions. Our solutions comprehensively analyse your marketing channels, enabling you to optimize your budget allocation and maximize your return on investment.

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Marketing Mix Modeling

With our state-of-the-art MMM solution, gain comprehensive insights into the impact of your marketing channels, accurately measure ROI, and optimize your budget allocation to drive significant growth. 

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Multi-touch Attribution

Our cutting-edge MTA solution empowers you to understand the true influence of each touch point in the customer journey, enabling you to make data-backed decisions, optimize your marketing efforts, and unlock untapped potential for higher conversion rates and revenue.
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Get in touch today to see how our solutions can supercharge your business for success.

How can your business start measuring marketing effectiveness?

Struggling to assess the effectiveness of your marketing strategy? In today's competitive market, measuring performance is vital. It drives growth and maximizes ROI. Recent studies show that strong measurement techniques increase ROI by 30%. Businesses that use these techniques outperform those that don’t.

As marketing evolves, data-driven decision-making is now the norm. Yet, many companies still struggle to accurately measure the effectiveness of marketing strategies. This can be caused by various factors, like not correctly defining the key performance indicators, the low quality of the data or relying on a too limited set of measurement methods (often just one).  

Business has become more complex so our advice is to combine multiple methods and to triangulate when possible. Triangulation is often seen as an optimal way to measure the effectiveness of your marketing strategy. It considers Marketing Mix Modeling (MMM), Multi Touch Attribution (MTA) and Experiments/Lift studies as the three corner stones. Each solution has strengths and weaknesses and there is no silver bullet. But combining multiple approaches can provide marketeers with both strategic and tactical insights to optimize their marketing effectiveness.  This section provides you with a guide to measuring effectiveness of a brand’s marketing strategy. It covers the tools, metrics, and benefits of the various solutions including the choices to make on outsourcing versus in-housing.

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What is Marketing Effectiveness?

Marketing effectiveness refers to the extent to which a company's marketing efforts successfully achieve their desired objectives. It involves a comprehensive assessment of how well marketing strategies perform, based on the analysis of key metrics and KPIs (Key Performance Indicators). By evaluating the outcomes and identifying both strengths and areas for improvement, businesses can refine their marketing approaches to maximize impact and return on investment.

 

Importance of measuring Marketing Effectiveness

 

Measuring the effectiveness of marketing is crucial for several reasons – they all contribute to a business's success and sustainability. Here’s why marketing effectiveness measurement is vital: 

  • Strategic Impact
  • Insight & Risk Management

Improves ROI

Informs Strategy

Competitive Advantage

Customer Insights
Risk Mitigation

Key metrics for Marketing Effectiveness Measurement 

KPIs, the key performance indicators, are quantifiable metrics measuring how companies or divisions achieve a specific goal. Marketing KPIs measure how effective your marketing efforts are to overall brand performance. For consumer brands, the most important and logical one is to look at Revenue attributed to Marketing in relation to cost (Return on Marketing Investment/ ROMI).  

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However that might be too shortsighted as it provides only a narrow view on the brand performance and the role of marketing. You might also want to look at other indicators to determine how effectively a brand achieves its objectives and how well it positions against its competitors. It includes other metrics like brand awareness, preference, loyalty, website traffic, market share and customer lifetime value.  Choosing the right key marketing effectiveness metrics isn’t a one-size-fits-all exercise. Each business and industry is unique and so are its needs and goals. Hence, the metrics that work for one company might not be as effective for another. By carefully selecting and prioritizing these metrics, you can tailor your strategies to achieve the desired outcomes effectively.  

Additionally, tracking these metrics consistently allows you to adjust your tactics in real-time to optimize performance. Ultimately, understanding and leveraging the right metrics can lead to more informed decision-making and higher ROI on your marketing efforts. 

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'Marketing without measurement is just a shot in the dark. True effectiveness comes from measuring your marketing in a consistent and continuous manner and using it to drive smarter decisions.'
Marcel van der Kooi, CEO

Tools for measuring Marketing Effectiveness 

Brands need to optimize their marketing at a strategic level and at the same time they need to have the tools to be agile and optimize their plans in real time. This is the reason why triangulation is nowadays so popular as it is using multiple marketing effectiveness solutions in conjunction.  

Marketing Mix Modeling

Multi-touch Attribution

Experiments

Benefits of In-Housing Marketing Effectiveness

An important decision is whether to measure marketing effectiveness in-house or outsource it to specialized agencies. Outsourcing means partnering with external agencies that handle all aspects of the measurement (e.g. marketing mix modeling). This approach uses the expertise, technology, and resources of external specialists, allowing you to focus on your core activities while gaining insights into your marketing performance. In-housing means using an internally developed solution or licensing software that analyzes your performance. The in-housing approach is using tools like those of ScanmarQED to quickly build a stable and accurate measurement process.  This approach enhances the accuracy and control of marketing data, whilst providing you with technology, technical support and appropriate training.   

What are the advantages of in-housing?

Greater Control

Bringing Marketing Effectiveness Measurement in-house gives you direct access to data and analysis, whilst also providing the tools, technical support and training. This solution improves your control over marketing effectiveness measurement whilst providing the reassurance of our MMM knowledge and expertise. 

  • Immediate access to data: In-house teams can quickly analyze data, leading to faster insights.  
  • Transparency: Full control over data and methods ensures accurate, transparent marketing effectiveness analysis.  
  • Iterative improvement: Refining models with real-time feedback boosts your accuracy over time.  

Customization

In-housing measurement allows you to develop tailored models that better measure your marketing effectiveness.  

  • Bespoke solutions: Custom models give better insights into the effectiveness of marketing strategies, which are more accurate and relevant.  
  • Flexibility: Internal teams can quickly adapt models to reflect changes, ensuring the ongoing effectiveness of marketing strategies.
  • Integration with internal systems: Connecting with other systems improves the accuracy of marketing effectiveness analysis.  

Enhanced Data Security

In-house Marketing Measurement processes boost data security, another vital key to marketing effectiveness measurement.  

  • Data privacy: Controlling data ensures compliance with privacy regulations and protects against breaches.  

  • Proprietary insights: Sensitive insights remain confidential, safeguarding competitive advantages. 

Improved Collaboration

In-house Effectiveness Measurement fosters closer collaboration, enhancing the effectiveness of marketing strategies.  

  • Cross-functional teams: Collaboration across departments aligns strategies, improving marketing effectiveness.  
  • Unified objectives: In-house MMM ensures alignment toward common business goals, leading to more effective marketing.  

Continuous Learning and Development

Building in-house MMM capabilities offers ongoing learning opportunities, further enhancing marketing performance.  

  • Skill development: Teams gain expertise in advanced analytics, benefiting long-term improvement.  
  • Knowledge retention: Internal teams keep valuable insights, enhancing future marketing effectiveness analysis.  

Marketing Mix Modeling (MMM)

ScanmarQED's advanced MMM solution gives you deep insights into marketing channel effectiveness, optimizing budget allocation and driving growth. 

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Multi-touch Attribution (MTA)

ScanmarQED’s advanced MTA solution measures marketing effectiveness by analyzing the true influence of each touchpoint in the customer journey.

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How ScanmarQED Solutions drive success

 

Combining ScanmarQED's MMM and MTA tools lets you measure your marketing success, optimize efforts, and drive success. This approach measures all aspects of marketing effectiveness, leading to better business decisions and continuous improvement. For more info and to see how ScanmarQED can help you, request a demo today. Discover how our tools can change your marketing strategy and boost your ROI.  

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