Measuring marketing KPIs is not always as transparent as we’d like to think it is. It’s all too easy for the true meaning of the metric to get completely lost and this is not just damaging marketing’s reputation, it’s damaging businesses too.
Marketers are frequently sucked in by new marketing technology, but are failing to recognise the hidden costs of their rip and replace approach.
It’s time for businesses to take a holistic approach to setting KPI’s to avoid focusing efforts in the wrong areas, budget being wrongly allocated and an overall inability to test and optimise.
Much like cricket teams, marketers must challenge the status quo and invest in resource and capabilities that let them get beyond averages and high level metrics and into the data that tells the real stories
When it comes to the final execution, marketers are often let down by the content and creativity of their campaigns.
