Most companies have no clue if their marketing is working although they will say they do. Usually it is anecdotal and based on "feel" not on hard facts. Why don't they know particularly when they are spending a lot of money? The reality is they don't know how to track it or they don't have the tools to do so. Can you imagine your doctor not tracking the results of medication you're taking or your child's teacher not tracking their progress? It would seem ridiculous not to. It's equally as ridiculous not to track your marketing.

There are many ways to track your marketing, some very time intensive and old fashioned, and others that are new, innovative and automatic. Group180 offers a proprietary system to track your marketing, but whichever method you choose it's important to do it. Otherwise you are flying blind. If you don't know if a particular marketing effort is making you any money chances are you will abandon it. And you might be walking away from the only thing that is working for you! Many companies even avoid marketing because they can't figure out how to measure its effectiveness. Good short term decision with horrible long term consequences.

When you have solid data you can determine your Return on Advertising (ROA). This simply allows you to see what return you're getting on each marketing investment you make. You're then able to eliminate the ones that aren't working or are returning the least and invest more heavily in the more profitable ones.