Marketing Analytics Credibility Model (MACM)
How much of your marketing can you actually believe?
Bridge the gap between scattered data and clear, proven marketing results.
Introducing the Marketing Analytics Credibility Model (MACM), a five-level framework for figuring out which of your marketing numbers deserve to be trusted.
Digital marketing has an advantage over traditional marketing in that nearly everything can be tracked.
Unfortunately, having numbers is not the same as having numbers that are accurate, well understood, or connected to business results.
This is especially important when sales are not meeting expectations. Marketing is often one of the first things to get blamed, and we often hear things like:
- We need more leads.
- The advertising must not be working.
- Social media is not producing enough business.
- The website needs to do a better job converting visitors.
- None of this is generating an ROI.
Sometimes those conclusions are correct. Sometimes they are not. The bigger problem is that many businesses do not have enough credible information to know the difference.
Digital marketing has an advantage over traditional marketing in that nearly everything can be tracked.
Unfortunately, having numbers is not the same as having numbers that are accurate, well understood, or connected to business results.
This is especially important when sales are not meeting expectations. Marketing is often one of the first things to get blamed, and we often hear things like:
- We need more leads.
- The advertising must not be working.
- Social media is not producing enough business.
- The website needs to do a better job converting visitors.
- None of this is generating an ROI.
Sometimes those conclusions are correct. Sometimes they are not. The bigger problem is that many businesses do not have enough credible information to know the difference.
Understanding the MACM Structure
MACM evaluates marketing accountability through two main components and two key markers:
- Five Levels (0–4): Tracks how organizations use evidence, progressing from Guessing (instinct-driven) through Gathering, Reporting, and Proving, to Steering (where credible evidence drives organizational change).
- Five Scoring Dimensions: Evaluates believability (Data and Evidence) and actionability (Ownership, Rhythm, and Follow-through).
- The Credibility Threshold: Situated between Gathering and Reporting, this marks the transition from merely possessing data to having reliable numbers.
- The Proof Gap: Located between Reporting and Proving, this is the common stalling point for most organizations.
The model is best understood by exploring the levels sequentially, starting at level zero for organizations lacking any reliable marketing evidence.
Putting MACM to Work
Identify what is currently limiting the credibility of your marketing analytics and start there.
1.
Score each of the five dimensions
2.
Find your lowest score and start there
3.
Make one meaningful improvement
4.
Score yourself again in six months
start using the model today
Take five minutes and score your organization on Data, Evidence, Ownership, Rhythm, and Follow-through. Then look at the lowest number and ask what is keeping it there.
That is your starting point.
Stop guessing. start knowing.
Better marketing analytics comes from having evidence you can believe!
We’ll help you measure what matters and grow where it counts.