We have so many marketing metrics at our disposal that we end up measuring both what matters and what doesn’t. Google’s Avinash Kaushik shares three tips for making sense of all the noise and understanding the real business impact of a marketing campaign.
In digital, every view, click, and scroll generates reams of data that we can use to better evaluate our marketing campaigns and inform future decisions. While this has helped us understand our digital marketing efforts to a degree not possible even a decade ago, it can be hard to isolate the signal from the noise. Too often, we end up measuring what matters, what doesn’t matter, and what should never matter.
It’s a problem almost every marketer will relate to. To overcome it, my colleagues and I on Google’s advanced multichannel analytics team have identified three steps that allow us to make sense of the noise and become smarter at measuring the bottom-line impact of our advertising. I think that, by following these steps, other marketers can do the same.
1. Classify advertising metrics based on their business impact
As a marketing analyst, I love data. But data is only a means to an end. The end goal is not to create a pretty chart showing how many impressions different campaigns got. It’s to have an impact on the company’s bottom line. To separate the wheat from the chaff, at Google, we classify the tsunami of metrics at our disposal using an impact matrix. – Read more