One thing every marketer wants to know is how effective their marketing is. A new, free tool from independent analyst firm Real Story Group is designed to show them just that. Tony Byrne, president of RSG and a MarTech contributor), said the tool came about because marketing executives reported getting an increasing number of questions about effectiveness. “And it’s not just always a simple ROI story like
Return on ad spend
Or our ROI of our personalization,” he said. It’s more like, OK, we’ve spent a lot of money building a stack. How optimal is it? Are we actually business lead good in terms of how we actually act? How good are we in terms of executing? I think there’s a rising unease that, to paraphrase something we said in the old ad world days, ‘Half my stack might be wasted. I just don’t know which half.’” So RSG decided to come up with
More structured
Way to assess martech and compare it against that of other companies. Built atop RSG’s “RealScore” platform, the tool is a 15-minute survey for enterprise leaders to quickly B2C Fax self-assess within five key categories: Operations, content, data, decisioning and technology. Users then get a numeric “effectiveness score” within and across those dimensions, as well as comparisons against the industry at
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