Measuring Marketing: The Right vs. Wrong Marketing Metrics - A Sneak Preview

It’s now possible to measure marketing more precisely and efficiently than in decades past. Measuring marketing outcomes is also much less expensive. No need to bring in consumers for focus groups! Twitter and Google Analytics give you insights for free, as just one of the examples.

In an earlier post, we shared some stories from the trenches in which bad marketing masqueraded as good. While it may be easy to generate marketing stats, there’s still a challenge in knowing which metrics to consider. Unfortunately, it’s quite possible- or even easy - for the wrong metrics to masquerade as the correct ones, and thus fool businesses into thinking marketing activities are advantageous, even when they are not.

The solution boils down to the need for alignment on proper metrics. The below chart outlines just a few high level yet important wrong, or simply incomplete metrics, contrasted with the full picture for a variety of marketing initiatives. 

For a deeper discussion on the right or wrong metrics contact the holistic marketer at: [email protected] or info@the holisticmarketer.io