We as creatives live and breathe this every day. The increasing pressure to show quantifiable results and tangible impact on a client's business goals. Clients are ever-demanding on seeing metrics as a way to justify increased expenditures, additional technology or simply, the power that marketing communications has on their target market's buying decisions. While the ability of marketing communications firms to provide this data is still somewhat difficult in many mediums, it is getting more pervasive and accepted.

Marketing staffing and services giant Aquent is making great strides in defining R.O.I. parameters in communications. Check out their fantastic Aquent Inside Marketing video series, including Ed Krug's piece on Internal Benchmarking. In it, Krug defines the three main components of quantifying creative services – on-time delivery of the work, accuracy to estimate and adherence to brand standards – plus much more.

It's an eye-opening three minutes.

Grant@TheWorxGroup.com