It is vital in any business to be able to tracking the return on any investment you make. When it comes to marketing, it is no different. There is no point in spending hundreds or even thousands of pounds every month on marketing if you have no idea how much your business is benefiting from it.
Some forms of marketing are easy to track, whilst others can be a little more complex. A website, for example, is relatively easy to track with many companies offering tracking software that can be installed on to your website or server. If you are doing Pay Per Click advertising through companies such as Google or Facebook, they provide their own statistics showing how many people have seen and clicked on your ad.
For offline marketing, tracking can be hard and you need to come up with a way of trying to measure how effective a campaign is, even if it is only approximately. Many companies put codes on literature and ask customers to quote this when calling or purchasing. This does allow for errors but may give you a rough idea of what the return is.