The Campaign Metrics You Should and Shouldn’t Be Measuring for Growth

What gets measured, gets improved.

We all know this often repeated adage -- or some form of it. It’s a nice thought, but for digital brands, it’s not quite as easy as it sounds.

According to IBM, in the U.S. alone, we create 2.5 quintillion bytes of data a day. Quintillion isn’t a number you learned in grade school? It’s 2,500,000,000,000,000,000,000 bytes, and we create this every single day.

There is a severe shortage of people with the analytics expertise to sift out insight from this unfathomably large amount of information.

As a result, marketers often rely on metrics such as Facebook Likes, Twitter followers, or YouTube views -- so called vanity metrics. These metrics are vanity metrics because they are largely superficial. You may impress a less digital-savvy CMO with Facebook Likes, but those Likes fail to quantify any real impact on the bottom line.  

To be forward-facing, brands must understand and quantify how their campaigns affect the short- and long-term value of their organizations by learning how to properly leverage analytics tools and talent.

Better brand experiences are just a “data mine” away if you know where to look.

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