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In marketing terms, measurability is the ability to obtain information regarding size, nature and behaviour of a market segment in relation to your marketing vehicles. In other words, how effective
your marketing communication is and what you need to do to make it even more effective. One of our unique value propositions is that Kaleidoscope commits to attaching metrics to all relevant initiatives, leading to measurable results. Kaleidoscope is committed to measuring the success of the programs we develop.
We believe that the measurement of marketing results is an integral success factor to marketing a product or service. This allows you to judge the effectiveness of your marketing initiatives and further enhance the direction of future ambitions. Determining key objectives in a marketing program, in tandem with business expectations, is critical in developing measurability. With every strategic program that Kaleidoscope develops, we incorporate metrics in the planning stage.
Typically, measuring a program’s success should be considered for the long-term focus. Marketing creates awareness, often “incubating” the relationship and creating warm leads. These leads can be developed by customer requests for additional information, seeking advice, or even their change in purchasing pattern.
The success of some programs can be defined solely on the resulting increase of sales. These are usually B2C (Business-to-Consumer) initiatives, for example when you can track dollar value of coupons distributed versus the number of coupons redeemed. We believe that it is unwise to rely solely on sales results; you may be increasing sales in the short-term but perhaps at the same time alienating customers for the future. Capturing the attention of both current and new customers and replenishing your relationship with them is key in business development. By tracking the purchase habits of your customers, Kaleidoscope can help you identify their needs.
Kaleidoscope’s unique business and creative approach to developing marketing plans is based on the Balanced Scorecard and is defined through “processes and milestones” in a proprietary solution we call SCOPE. Marketing budgets
are coming under scrutiny, today more than ever; Kaleidoscope can help you in developing marketing initiatives that work. Depending on the complexity of the project, and the reliance on your internal systems and databases, tracking measurability may be charged at an additional rate.
To see how Kaleidoscope attaches metrics to marketing initiatives, view the area you are interested in.
Marketing
Strategy
Branding
Advertising
(Radio, Television, Print, Point-of-Sale, Outdoor)
Public Relations
Print Media
New Media
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