Don’t just do what you know you can measure

by Jack Bailey-Grundy - October 20, 2016

Here’s a thought provoking piece for all the marketeers out there. Sometimes it’s easy to measure the things we know are easy to measure. But are these statistics the most relevant? Do they push the boundaries of your marketing ability, or are you just going through the motions? And is everybody in the company on board with what the terminology means – and how it affects day-to-day business?

Simplifying and aligning key metrics are vital for growth and performance management in any company. But measurement for measurement’s sake can often be a waste of time. Making sure all teams are working to a similar set of clearly defined targets is often more effective than bamboozling management with marketing-speak.


…recent Marketing Week research found that although nearly four out of five marketers use ‘engagement’ as a metric to prove return on investment, only a minority believe senior leaders take the term seriously. It’s vital to understand what a successful campaign means to your business and align your metrics, and their understanding, with this from the start.


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