Every few weeks we share an in-depth look at the McBru programs for one selected client at our staff meeting. The latest example was inspiring. For this client, in the enterprise computing industry, we’re executing a broad integrated effort: from media relations and blog management to executive videos and email marketing. From search engine marketing to live award ceremonies. And more.

That’s a lot of activity.

More importantly, that’s a lot of opportunity to measure the audience’s interests.

Most high-tech marketers know that customers want multiple choices for how they request and receive information. What may not be as obvious is that multiple modes of communication present more opportunities for measurement. With tools like Google Analytics, every information push has a corresponding data pull. It’s easier than ever to know what kind of information your market responds to. How different channels behave. And what customers expect today from the companies they do business with.

What struck me in this example was the opportunity to learn about interaction between channels of communication. We’re able to look at which blog posts lead to the most visits to specific parts of the Web site. Which email newsletter articles lead to requests for more event information. If an individual clicks on a paid search term, does it increase traffic at the blog as well as the Web site? We’ll know.

We’re able to take a big step beyond quantity of response towards quality.

Making sense of all the data takes rigorous planning that includes an integrated approach to metrics. You need to set out your objectives and which data measure success. Then set up the tools to give you the data as quickly and cleanly as possible. Finally, make sure your team understands the process to evaluate and respond to trends that emerge. Whew.

All that planning can lead to deeper, qualitative understanding of your marketplace’s informational needs.

Tags: high-tech marketing, integrated marketing, measurement, metrics

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