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The Power of Setting Marketing Performance Goals - Laura Patterson (5:50)Dr. Ralph F. Wilson Web Marketing Today - Jul 14, 2009 |
In this video interview, Laura Patterson observes that businesses waste money on marketing when they don't set measurable objectives in advance. First, understand the business outcomes your are expected to achieve. Based on those, set performance targets to measure that, if met, will achieve the desired business outcomes. Then implement the program, measure, analyze, and improve the next time.
Laura Patterson is president of VisionEdge Marketing, a data-driven and metrics-focused marketing firm. This interview was taped at the eMetrics Marketing Optimization Summit in San Jose, CA, May 2009.
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