[ PowerPoint ] What is "Pacing" in Marketing Performance Management?

Here’s the “What is ‘Pacing’ in Marketing Performance Management?” presentation given at the Argyle Executive Forum – 2015 Leadership in Digital Marketing Forum on December 3, 2015 at Hogwarts (a.k.a. the Harvard Club) in Boston, Massachusetts.

Abstract

Running a marketing campaign is like running the Boston Marathon. If you ignore your pace, you’ll fail to achieve your performance goals.

Unlike marathon runners, most marketers don’t monitor their pace while their campaigns are running. Sure, they monitor performance metrics. But they don’t take the next step and calculate the pace of these metrics relative to goals. As a result, they’re oblivious to their true marketing performance until it’s too late. It’s not until they reach the “finish line” of the campaign when they discover they failed to achieve their marketing objectives.

But it doesn’t have to be this way. In this session, you’ll learn how to calculate and monitor your pacing in real-time and how to avoid blind spots in your marketing performance measurement.

Apple Watch Drawing

Congratulations to our Apple Watch drawing winners:

Ann Lammers, Director of Corporate Marketing, WGBH
Chadwick Wiedmaier, Business Development, NewsCred

Unlike drawings where the vendor goes back to their office and “randomly” picks the winner, we did ours in the light of day at the conference. Thank you to Iris from Oracle for doing the blind drawing. Thank you to Sudhir Sharma from Ansys for observing.