CEOs on measuring marketing success

first_imgCredit union marketing professionals produce lots of measures—return on campaign, response rate, click-through, new loans generated and the list goes on. Which measures merit the most attention and deliver comprehensive value, according to credit union CEOs? While diverse, responses from dozens of CEOs (as part of ongoing focus groups for CEOs’ perspectives) fell into two distinct categories: tactical measures (“We can prove it”) and practical measures (“We just know it”). Let’s explore the most common tactical and practical measures of marketing success.The TacticalMarketing response rate led the way among tactical metrics cited as worthy by CEOs. It’s the most quantifiable answer that indicates if members are listening, responding, and acting upon marketing messages. One CEO said that persuading members (existing and potential) to try the credit union was a key goal in marketing initiatives. Campaigns create leads; leads create sales opportunities; and, sales drive revenue and loyalty. Getting members to take a first step with the credit union is marketing’s Job No. 1. 22SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr continue reading »last_img

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