What makes for a truly successful marketing campaign? How do small businesses determine if their promotional efforts have accomplished the goals that were set for them? Marketing metrics, analytics and data are the big answers to these questions. 
An integral part of creating, adjusting and maintaining any marketing campaign is knowing your customers.
For the budget-conscious small business owner, being able to determine the cost-efficiency and impact of marketing campaigns is crucial. When money is tight, entrepreneurs need to be spending their resources on promotions that guarantee results.
When it comes to analyzing and measuring the effectiveness of social media marketing efforts, the first thing companies tend to look at is follower or “Like” counts.
Many times, when small business owners want to generate feedback from customers they do so by conducting informal surveys or asking for reviews. While this can be an effective strategy for getting in touch with consumers, the results can often be misleading – it isn’t uncommon for shoppers to say one thing when they actually feel a completely different way.
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