“What is the most important thing you look at when testing new marketing programs?”

William Macaitis, VP-online marketing,

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“I think the most important aspect is that you actually have the optics in place to measure the test. Too many times companies fly in the dark here. Web and behavioral analytic systems have come a long way in the last 10 years and there are a wide range of cloud-based tools available. At Salesforce, we measure marketing programs against a variety of KPIs (key performance indicators), including unique visitors, bounce rate and time spent on site (Omniture), leads, opportunity and pipeline (Salesforce CRM), visitor satisfaction (Forsee Results), page-specific feedback (Opinion Lab), brand awareness (Harris Interactive) and social media influence (Radian 6).”
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