Marketing Metrics that Matter

I’m a fan of simplicity. The simpler a strategy, the more likely it is to be rolled out. Let’s be honest: the real test of a strategy’s worth is when the rubber hits the road; in its implementation. Yet, at this very point, where all the planning comes to life and your campaigns go live, is exactly where the real complexity begins. We’re in an era where marketing ROI is being watched more closely than ever before. There are services, dashboards and apps to measure almost every aspect of marketing delivery.

It’s true that a lot of marketing metrics don’t really matter. Just because data is quantifiable, doesn’t mean it’s important. Vanity metrics often look impressive on screen, but lack any impact on the big picture. You get excited that you are winning because the numbers are good, but they’re often just numbers that don’t count. Not everything impacts your bottom line. 

Much of the time, a good dose of context can help make these sorts of metrics more useful. But the numbers you really want to watch are those that give you insight into how you’re performing, and those that help inform decisions about your brand’s future.

With so much that can be measured, it’s not always easy to know what you should watch. There is no one-size-fits-all answer here. I advise my clients to choose the metrics that align with their business goals. Keep your eyes on what you’re trying to achieve, so you’ll know if your marketing efforts are paying off, and you’ll gain insight into what you might need to adjust going forward.

Watching multiple metrics can help you spot the signs early, but tracking too many numbers can also be a source of distraction. Keep it simple. Measure what counts. And make sure you take action on the information to enhance your marketing efforts.

If you’re measuring nothing (or measuring everything and not sure what to do with the data), we can help. Drop us a line. We’ll get your numbers working harder for your bottom line.

Photo by William Warby on Unsplash