Marketing day in my office! There are literally hundreds of marketing metrics to choose from, and many can measure something of value. But they are usually just a tool for marketers. In my view, the problem is that most of them relate very little to the metrics that concern a C-level executive or board member. Vanity metrics (such as brand-awareness, search rankings, etc), soft metrics (such as Facebook likes/comments) and marketing activity (money spent on marketing) are vastly different than revenue metrics (effects bottom line), program performance metrics (measures, analytics, etc), and real results (actual money coming in). Marketing gets blamed for being a cost center, and it is. Coming up with big ideas and creative visions is the easy part, but ensuring they wont be a complete waste of time and money is much harder to prove.
Posted on: Wed, 04 Jun 2014 22:31:38 +0000
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