The Symphony Changed Keys

3. The evaluation of any marketing investment should revolve around the number of customers you gain or reactivate and at what projected NTV. They should also be based on the sales and profits generated.

Most likely you’ll find some common measurements similar to all marketing campaigns or investments. These include the following:
• orders;
• net sales;
• credits;
• average order value;
• median order value;
• lines per order;
• units per order;
• gross product margin;
• fixed and variable costs;
• marketing contribution, including your margin after all marketing and product costs;
• order frequency;
• retention; and
• near-term value, including one-year or two-year site or name value.