How To Measure Your Marketing ROI
Measuring the return on investment (ROI) of your marketing efforts is essential. After all, if you’re spending money on marketing, you want to ensure you get a good return on that investment.
But not everyone knows how to go about measuring ROI. In this blog post, we’ll discuss ways you can measure your marketing ROI and why it’s essential.
What Is Marketing ROI and Why It’s Important To Measure It
Marketing ROI measures how much return you’re getting on your marketing investment.
In other words, it’s a way to quantify the results of your marketing efforts to determine whether or not they’re worth the money you’re spending.
There are several different ways to measure ROI. Still, one of the most common is simply comparing the amount of money you’re spending on marketing to the revenue your marketing efforts are generating.
For example, let’s say you’re spending $1,000 per month on marketing, and your efforts are bringing in 10 new customers each month. In this case, your marketing ROI would be 10%.
This is a straightforward example, but it illustrates the basic idea behind marketing ROI. The goal is to ensure that you’re getting more in return (in terms of revenue) than you spend on your marketing efforts.
Here’s why it’s crucial to measure your marketing ROI.
Ensures That You’re Investing Wisely
Digital marketing can be a very effective way to grow your business, but it can also be expensive. There are many different ways to spend your marketing budget, and it’s not always easy to determine which investments will pay off and which won’t.
Measuring your marketing ROI can help you better decide where to allocate your resources. If you see that certain marketing activities are generating a good return, you’ll know that it’s worth investing more in those activities. On the other hand, if you see that certain strategies aren’t providing a good return, you can either cut back or eliminate them.
Identifies the Most Effective Marketing Activities
Another reason is that it helps you identify the most effective marketing activities.
There are a lot of different marketing channels and strategies out there, and it can be challenging to know which ones are worth investing in. Measuring your ROI can help you see which activities are providing the best results to focus your efforts on those activities.
For example, let’s say you’re investing in three marketing channels: email marketing, social media advertising, and search engine optimization (SEO).
After measuring your ROI for each channel, you might find that email marketing generates the best return, followed by social media advertising. In this case, you would know it’s worth investing more in email marketing and social media advertising, and you might want to reduce or eliminate your investment in SEO.
Determines How Well You Stack Up With the Competition
In today’s competitive business landscape, it’s vital to ensure that you’re generating a good return on your marketing investment and outperforming your competitors.
If you’re unsure how your marketing ROI compares to your competitors, there are a few ways to find out. One is to simply ask them. Many companies are happy to share information about their marketing ROI, which can be an excellent way to get benchmark numbers.
Another option is to use publicly available data. For example, if you’re in the B2B software industry, you can look at average marketing ROI numbers for companies in that industry.
Once you have benchmark numbers, you can compare your marketing ROI to see how you stack up. If you’re outperforming the competition, that’s a good sign that your marketing efforts are practical. If you’re not, then you might need to rethink your approach.
How Can You Calculate Marketing ROI?
Now that you know why measuring your marketing ROI is essential, you might be wondering how you can calculate it.
There are a few different methods for calculating marketing ROI, but the most basic one looks like this:
Marketing ROI = [(Number of leads x Lead-to-customer rate x Average sale price) – Cost for marketing] / Cost for marketing
Let’s break this down so that it’s easier to understand.
The first part of the equation is your total revenue generated from marketing activities. To calculate this, you need to know three things: the number of leads generated, the lead-to-customer conversion rate, and the average sale price.
The second part of the equation is your total cost for marketing activities. This includes things like advertising spending, salaries for marketing staff, and any other expenses related to marketing.
Once you have these two numbers, you can divide the total revenue generated by the total cost to get your marketing ROI.
It’s important to note that this is just one way to calculate marketing ROI. There are other methods, but this is the most basic.
Common Methods To Measure Marketing ROI
As we said, there are a lot of ways to measure your marketing ROI. Knowing which method is best for your business can be challenging, but luckily, some standard methods can help.
Single Attribution
One popular method is single attribution, which means you attribute your marketing success to one specific channel. This is often the most straightforward method, but it can be difficult to accurately measure your ROI this way.
There are two types of single attribution measurement.
Last Touch Attribution
Last touch attribution attributes your marketing success to the last channel a customer interacted with before purchasing. This is often used by businesses with many touchpoints with their customers.
First Touch Attribution
First touch attribution attributes your marketing success to the first channel that a customer interacts with. Businesses often use a limited number of touchpoints with their customers.
Single Attribution With Revenue Cycle Projection
Another popular method is single attribution with revenue cycle projection. This means you attribute your marketing success to one channel and then project how much revenue that channel will generate throughout the customer’s life cycle.
This is a more complex method, but it can be more accurate than the previous one.
Attribute Across Multiple Programs and People
This is a measurement of marketing ROI that looks at how different channels contribute to your overall marketing success. This method can be helpful if you have a lot of other marketing channels and want to see which ones are performing the best.
Test and Control Groups
Test and control groups are a measurement of marketing ROI that looks at how a group of customers exposed to your marketing (the test group) compares to those not exposed to your marketing (the control group).
This method can be helpful if you want to see how effective your marketing is at driving results.
Full Market Mix Modeling
This is a measurement of marketing ROI that looks at all the different elements of your marketing mix and how they contribute to your marketing success.
This is the most complex method, but it can be helpful if you want to get a complete picture of your marketing ROI.
Final Thoughts
Measuring your marketing ROI is vital to gauge the effectiveness of your campaigns and determine where to allocate resources for future growth. There are many ways to measure your marketing ROI, so choosing one that fits your business model is essential.
If you’re unsure which method to use, we can help. Our team of experts has plenty of experience in choosing the right marketing ROI for businesses of all sizes and industries.
Whether you’re just starting or want to update your current measurement strategy, contact us today for advice on how to get started.
Be sure to follow our blog for more tips on boosting your business through better marketing.
References
- https://hbr.org/2017/07/a-refresher-on-marketing-roi
- https://www.growthgenius.com/blog/how-to-measure-the-roi-for-marketing-your-next-campaign
- https://www.salesforce.com/resources/articles/marketing-roi-basics/
- https://www.webfx.com/digital-marketing/glossary/what-is-roi-in-marketing/#average
- https://blog.marketo.com/2013/03/how-to-measure-the-roi-of-your-marketing-programs.html
- https://medium.com/@jcron_89878/roi-what-is-it-formula-5-ways-to-measure-your-marketing-roi-9e67903e9cbf
- https://www.business.com/articles/measure-and-improve-marketing-roi/
- https://www.rockerbox.com/blog/attribution-101-single-touch-versus-multi-touch#:~:text=Single%2Dtouch%20attribution%20models%20assign,20%20ads%20deserves%20conversion%20credit.
- https://www.facebook.com/business/help/1162271940546149
- https://www.facebook.com/business/help/2186878921597361
- https://leadsrx.com/resources/blog/measuring-roi-roas/#:~:text=Single%20Attribution%20with%20Revenue%20Cycle,of%20revenue%20and%20lead%20quality.
- https://courses.lumenlearning.com/wm-retailmanagement/chapter/multiattribute-model/
- https://blog.hurree.co/blog/marketing-mix-modeling
- https://directiveconsulting.com/resources/glossary/marketing-channel/
- https://www.library.wisc.edu/business/research-help/business-databases/ratios/
Who is epIQ?
epIQ Creative Group is a digital marketing agency that specializes in accelerating sales and scaling revenue for businesses. With over a decade of experience, epIQ's expert team ensures your investment yields a substantial return, eliminating guesswork and saving you thousands through data-driven strategies. Our services encompass brand messaging, paid media advertising, inbound marketing, and creative content creation.
epIQ's proprietary systems have a proven track record, with clients experiencing 2x to 5x growth within 90 days. We are transparent and agile, providing you with progress reports, and direct access to growth marketers.
What sets epIQ apart is our flexibility and cost-effectiveness. We offer month-to-month contracts, a-la-carte services, and our team's expertise comes at a fraction of the cost of hiring in-house.
epIQ Creative Group is not just another digital marketing agency; we are a partner committed to your success. Our innovative approach, dedication, and transparency guarantee not just growth, but unparalleled success for your business.