Marketers have unprecedented access to marketing measurables. They’re inundated with data. So, which marketing metrics matter the most?
Today, we’re talking to Andy Crestodina, co-founder and chief marketing officer of Orbit Media Studios. Also, he’s the author of Content Chemistry. Andy believes that the most visible marketing metrics are usually the least useful. He identifies and ranks metrics that matter.
Some of the highlights of the show include:
- Inverse correlation between visibility of a metric and its importance/success
- Metrics correlated with business success are difficult to get and require analysis
- Social, Search, and Email Metrics: Easy-to-see metrics that offer low to medium importance that correlate to business success
- Easy to see which post gets the most traffic, but it takes analysis to calculate conversion rate from visitor to downloader/subscriber/registrant per article
- Critical Metrics: Revenue, margin, profit, utilization, and capacity are difficult to measure, but are critical to business success
- Rather than trying to get reviews, try listening to your customers to make them happy enough to give testimonials and referrals
- Deliberately seek out sales, revenue, invoice, leads, and other critical metrics
- Look at your own biases as a marketer; deeper down you go in your funnel, the more impact of each action
- Best ways/tools to track metrics include UTM campaign tracking codes and Google Analytics; avoid influencer marketing
Links: