It should be easy to determine if your marketing is effective...right? If you run a new radio campaign and sales lift, then it worked, didn't it? If you hosted an in-store party and your traffic was through the roof, it was worth it, yes?
Not so fast team. If your goal is brand awareness, then sure—we'll give you that! But if you're looking for measurable profitability, then sales and number of transactions are not going to tell you the whole story. To calculate a single marketing campaign's effectiveness and quantify the return on investment, you must also consider not only your foot traffic, but how those foot traffic metrics compare historically, and the rate and which those customers converted.