Have you ever asked yourself whether the marketing metrics you’ve come to rely on are the most appropriate for your business model? Marketing leaders know that they must measure results to ascertain the effectiveness of their overarching strategy and justify budget assignment. However, too many have been paying attention to the wrong data points.
Vanity metrics are all those data points that make us feel good if they go up but don’t help us make decisions.
Traditional approaches to determining marketing success often focus on so-called vanity metrics. Vanity metrics are the kind of metrics that are easy to measure and increase, but don’t tell you anything about the underlying process for the business goals you are trying to measure and improve. Which metrics are guilty? Vanity metrics include page impressions, clicks, click-through rates, and conversion rates, for example.
Vanity metrics: good for feeling awesome, bad for action.
Fortunately, this Forrester report explains the various metrics that your team should focus on. In addition, the report teaches you how to measure your marketing efforts with these performance-driven indicators.
In this report – Marketers: Stop Using Vanity Metrics To Value Your Marketing – you’ll learn:
- Why social metrics wrongly imply high intent to convert
- The reasons click-through rates falsely promise high influence
- How time spent on your website incorrectly assumes customer engagement
- The benefits that come from employing value-based metrics to quantify the impact of your campaigns
- Why leading indicator metrics can help predict business outcomes
- How diagnostic metrics can empower you to improve marketing efficiencies
The goal of any marketer should be to track the tactics and initiatives that lead to customer acquisition, sales, and the metric that counts: revenue.
Check out this report to learn where you should be investing your time and resources.