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Using Metrics to Improve Marketing Effectiveness

Summary

During this session Lianne Becker walked us through the use of metrics with marketing. Using metrics to measure marketing effectiveness is critical to the success and direction of your firm’s marketing strategy. Using quantitative measurements gives an accurate representation of what is working, and more importantly, what isn’t working.

You can use measurements to calculate the value of marketing efforts and justify the investment of them. Many database programs can be used to track and analyze marketing efforts and customer relationships.

The goal of using metrics is to improve your marketing efforts. In order for metrics to be effective you must use the information gathered to take an action of some sort.  Gathering this information is not easy, it takes time and effort to properly build a database/baseline.

Presentation Tidbits to Remember

  • Reasons to measure include
    • To understand what is working
    • To fix the things that are not working
    • To justify the investment into marketing
    • To calculate the value of marketing
    • To improve the results
    • To drive future decisions
  • What to measure
    • Client standards for service performance
    • Data that helps make financial investments in clients that will bring the greatest financial return
    • Gain understanding of why respondent became a customer and how to keep them a customer
  • Realistic goals need to be set
  • You need to remember that the data will usually be imperfect, and you will have to use it as best as you can to make educated decisions
  • The information gathered must be presented in an effective way to decision makers
  • Some action must stem from the data collected

Hopefully this serves as a reminder to keep using metrics to gain insight into what is working for your particular firm, and what you may need to change to stay competitive. The presentation slides are loaded with useful information and are available for our SMPS members through the members section of the SMPS-TC website.

Scott Dunnwald
Marketing Assistant
Karges-Faulconbridge, Inc.

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Breaking the Confusion – Diversity Goals

Summary

Workforce Goals and Business Goals are not new to the AEC industry. However, the strict diversity goals have been on the rise and will continue to do so. Christa Seaberg from JE Dunn and Mary DesJarlais from the MN Department of Labor and Industry presented a program about what these goals are, the federal, state and local programs that drive them, and how we can prepare our firms.

Presentation Tidbits

Below are some additional tidbits from the presentation.

  • There is an experience gap in the workforce—baby boomers are retiring and the average age of a skilled worker is 45.
  • 50% of the people that join an apprenticeship don’t stick with it.
  • One of the points Christa and Mary emphasized was bringing construction back into the schools to start decreasing the experience gap.
  • Under Construction and Construct Tomorrow are two programs geared toward bringing construction back to the schools.
  • St. Paul, MN is ranked second in diversity amongst students, New York ranked first.
  • Projected percent of racial minorities in the Twin Cities for 2020 is over 35% of the population and the workforce diversity goals are a reflection of that population demographic.
  • Not all project goals are the same. Project goals are set based on the owner’s desires and the project’s contract value.
  • Goals should not only be project based—but should also be part of a company’s daily process.
  • Most times, the scope/project is too big for the minority contractor and that is why they decline to bid. Making smaller scopes for them is a solution to the problem and is also part of good-faith efforts.
  • Good-faith efforts encompass a lot—it is very important to keep and document all efforts (phone calls/e-mails). Phone calls don’t count without a follow-up e-mail to use as backup.
  • In order for a business to claim minority status, the owner has to have involvement in the actual business. Meaning, you can’t have your sister or minority friend that knows nothing about plumbing buy out your plumbing company and have it qualify as a minority business.


The PowerPoint presented was packed with information about workforce goals and business goals. It will be available to SMPS members in the members section of the SMPS-TC website.

Jena Vinkemeier
Marketing Assistant
JE Dunn Construction

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