How do you measure your marketing?
As the KBB buying process is so unique, it can be hard for retailers to measure success. However, performance marketing specialist Leon Calverley from Door4 says there are better methods than just tracking every metric under the sun
KBB products often involve significant financial investments and are not impulse buys. Customers take time to research, compare options and plan their purchases, sometimes even for years.
They may interact with various marketing channels – from online research to showroom visits and consultations – before deciding; and this long purchase cycle makes it immensely difficult to attribute marketing efforts directly to sales
or conversions.
So, is the best approach to collect data on everything – every single view, click and touchpoint to be able to prove its worth then? No. Measuring marketing performance isn’t just about collecting data – it’s about collecting the right data and taking action.
Unified approach
John Wanamaker, US retail magnate and marketing pioneer, once famously said: ‘Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.’ While this sentiment remains true, brands now have the opportunity to make more informed decisions.
This should start with a Measurement Plan. Identify what success looks like for your business. Is it more revenue, increased brand awareness, or a higher return on ad spend? Define these goals and align your metrics accordingly.
By doing this, it gives clarity over strategic choices. Is marketing investing to scale over years to come? Is it a time of improving effectiveness?
Businesses also need to use more varied and comprehensive marketing measurement methods beyond basic web analytics.
Marketers should start with a unified approach and adapt as attribution models, which trace digital interactions to sales, become less effective.
Attribution, like a fitness tracker, gives day-to-day insights but not the full picture, especially for offline factors such as TV ads or brand impact. KBB businesses should use these models for basic tracking but also explore additional measurement strategies for a more complete view.
For example, brand studies provide an in-depth look at how marketing campaigns influence brand perception over time. They help businesses measure awareness and brand recall – especially crucial where reputation and trust play a significant role in customer decisions.
Social check-up
Search data analysis usingtools like Google Trends also allow businesses to track brand search volume over time.
This method is simple and accessible, making it an excellent tool for consistent trend tracking. For example, if searches for a kitchen brand increase steadily, it suggests growing interest, which is a positive indicator for future sales.
However hi-fi or low-fi your solution of choice is, this is your frequent check up at the doctors. If your brand is more famous this year than last you’re doing the right things – revenue will come from this.
The KBB industry is competitive, and having a comprehensive, purpose-driven measurement strategy is key to staying ahead. By making practical use of the right tools, focusing on long-term brand building, and testing campaigns systematically, you can maximise your business’ marketing efforts.
Diversified strategy not only provides short-term insights but also tracks long-term brand growth, ensuring sustained success.