The

Marketing Executive

Roundtable

Marketing Roundtable Nov 2019 meeting

Key Indicators and

Marketing Attribution

Are You Measuring

What Matters Most?

 When:             Wednesday, Nov 6, 2019                                                           Click HERE to register.

7:30-10:00 a.m.

 

 Where:           Savers' Headquarters                                                                   

11400 SE 6th St, #220, Bellevue

 

Hosts / 

Moderators:     Tom LaPaze and Katrina Price (425) 971-0153

Rick Bechtel:  (206) 351-8604

 Description:

“What gets measured…gets done.”  Maybe even more importantly, what gets measured…gets believed.  That is certainly a driving force behind most approaches to marketing attribution. After all, there’s much to be said for evidence and proof.

Certainly, measurement – collecting and analyzing data – is at the heart of marketing attribution.  But that doesn’t speak to whether you’re measuring the right things.  What happens if what gets measured is not aligned with your company’s strategy?  “Well, that just can’t happen.”  Or can it?  What steps can you take to assure that it doesn’t happen?  How do you make sure your metrics are tied into both your marketing and corporate growth strategies?

 

From critical process controls to bottom line financials, to employee satisfaction scores, metrics are essential.  But they can also hurt.  That’s why being able to ask “the best questions” is an important value that marketing brings to any organization.

At our November meeting, Savers’ Tom LaPaze and Katrina Price will lead a discussion on how you can know if your performance metrics are tied to the results you REALLY want – and what to do if there is a mismatch.  We’ll look into questions you can ask to ensure that your metrics help build strategy, not divert attention away from it. We’ll also take a look at a few local companies to see how metrics can lead to strategic change or become an improper surrogate for strategy.

Discussion questions:

  • What are your company’s key metrics?  And what other metrics inform those?

  • How widely are your key metrics known in the organization – and are the actual metric results well shared?

  • Are your key metrics vulnerable to improper manipulation? Misinterpretation? Are you watchful of that?

  • Is your corporate strategy a bit on the abstract side?  If so, are your metrics more or even less clear? Do they help clarify the corporate strategy or merely prop up a fuzzy one?  Do they lead or follow?

  • Are your metrics tied to performance and incentive?  In what ways?

Directions:

 

From 405 north, take the SE 8th Street Exit, then turn LEFT and go under the overpass. From 405 south, take the SE 8th St. exit, then turn RIGHT.

From SE 8th, turn RIGHT onto 114th Ave SE, then in 2 blocks, turn LEFT onto SE 6th St.  Brookside Office Park is first building on your RIGHT.

You can enter either the first or second driveway at Brookside Office Park.  Visitor parking is on both sides of the creek, directly in front of the building. Come up the steps to enter on the first floor, then head up another set of steps to our office on the 2nd floor.  Our main office will be on your left.  It is typically locked at 8am, but someone will come greet you. (For those not wishing to climb the stairs, there is an elevator in the covered parking area, directly below the outside stairwell.)

If no visitor parking is available, several other options:

You may park in any space marked SAVERS.  (If it is not marked SAVERS, they may tow.)

 

  Or,

 

You may park at the Wilburton Park and Ride, corner of SE 8th and 114th – across from the Residence Inn. 

  Or,

Continue west on SE 6th past Brookside Office Park to the Bellevue Athletic Club and park on the East side of the visitor parking.  A stairway that connects the two parking lots.