You don't need to know the exact length of the Great Wall to know that it is great.
The Optiv8 Solution
For many marketers, a useful answer to the complex measurement challenge is Optiv8’s practical approach. Our approach helps you to make sure that measurement gets done in a timely and consistent fashion.
Optiv8 believes you should spend just enough on measurement to learn what you need to know to make better decisions. We don’t try to develop the perfect financial calculation to precisely quantify return on investment. Instead, we focus on quantifying how effective each marketing program is at meeting its objectives.
Optiv8 custom designs and implements scorecard-based measurement processes. The Marketing Impact Scorecard covers a range of metrics that can expand and contract to match the complexity or simplicity of each individual program. Each metric is rated vs. a clear objective, and weighted according to its importance. In addition to assessing the impact of your marketing on your customers, we also evaluate your marketing’s impact on the activities that drive value in your business.
The real benefit from using a standard scorecard comes from applying that same scorecard to each of your marketing programs. By using a consistent process across all programs, you’ll be able to compare and contrast each program’s score with all your other programs. This will enable you to rate and rank each program’s effectiveness at meeting its objectives and to adjust your future strategies accordingly.
