3 Steps to Improve Marketing Productivity

Steve Pogorzelski

The world of online marketing and advertising is crowded. Between Google AdWords, Facebook pay per clicks (PPC), and hundreds of other marketing tactics, it's challenging for small to medium-sized businesses (SMBs) to track campaign effectiveness. To maximize online marketing spending, SMBs need to know how many leads, how many clicks, and how many calls their campaigns generated and how to evaluate results in comparison to other marketing activities.

By leveraging marketing analytics, SMBs can visualize which campaigns are working and which ones are not. This helps SMBs allocate resources to the campaign activities with the highest payoffs. Below are three steps for how your SMB can turn marketing data into valuable information to improve campaign productivity and support better decision making in 2013...

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