Congratulations.

You're measuring your marketing.

Now a word of caution. Don't get carried away by all the bright shiny objects that you can measure.

It is very easy to become overwhelming by the sheer volume of data that is now in your hands. Focus on the metrics that help you understand your progress toward the things that matter most.

Start by defining the key actions that are most important to your marketing. For example...how much does each lead cost? Building a measurement program to answer this one question is harder than it appears. Some lead sources (such as the salaries of your sales people) are often overlooked as part of the total equation.

Once you are comfortable with your measurement methodology, the next step is to start tracking additional metrics that can help you identify where improvements can be made. By using past performance as a baseline and current performance as a starting point, you will be able to set reasonable goals for future campaigns.

The right bright shiny objects then help you identify where the greatest opportunities lie.