According to a new study, over one-third (39%) of business and marketing executives surveyed saymarketing is good at improving its financial contribution to the business, up from the 19% who said so a year earlier. Also, 80% of CEO’s recognized that their marketing departments were contributing directly to revenue.

Encouraging numbers! But, still just numbers.Over the past year or two, marketing folks at colleges have really concentrated on the numbers. Metrics are great, yes, but they’re not enough.

To truly be valuable to your institution, you have to manage the performance of your marketing, not just your metrics.

Great, so you had 2,000 visitors to your Facebook page. So what? How did that perform? Did you get more deposits? More enrollments? How many more? What kind of students were they? Are they even the kind of students that you want?

Think about it. Find ways to determine the impact your marketing efforts are having on the bottom line of your college or university. Move beyond the metrics. They’re not enough anymore.

You can read the full press release here.