Metrics That Measure Up
by Direct Marketing News
Not all marketing metrics are created equal. So knowing which metrics will reveal the most accurate marketing campaign performance can be tricky. Are likes or shares the best measures of social engagement? And will email opens or clicks give marketers a better sense of customers' true interests?
There are seemingly innumerable metrics to track—from Facebook likes and email opens to app downloads and website impressions. Marketers today, however, need more revealing metrics that expose when a campaign is working, and, of course, when it's not. “The old metrics just aren't viable anymore,” says Tim Jenkins, chairman and CEO of 4INFO, a mobile advertising technology company. “The [marketing] industry has been in transition. We need to get past just clicks on an ad.”