Marketing Metrics, Systems, and Processes
Since measuring marketing activity does not deliver value, what metrics should marketers focus on? The answer is KPIs and Proxy Metrics. Marketers need clearly aligned KPIs to business outcomes and Proxy Metrics to reflect progress, bottlenecks, and roadblocks on the...
Marketing Metrics, Systems, and Processes
Forget page visits, email open rates, and click-thru rates. There are clear methods for arriving at a solid return on investment for marketing time and spend, and it’s not about the above-mentioned lagging indicator metrics. Instead, it’s about how you measure and...