4 Things That Could Go Wrong With Marketing Measurement

marketing measurement issues?

Organizations are still measuring their success in marketing wrong. The roller coaster ride of data-driven marketing is just that- rocky, with unexpected twists and turns, big buildups that lead to large drops and when it is done incorrectly it can come to an abrupt stop.

There are plenty of organizations and marketing teams successfully using marketing data to make better business decisions but there are also still people who are using metrics incorrectly. Below are 4 things to avoid when it comes to marketing measurement.

1. Using The Wrong Metrics

When using metrics one of the most important details is setting a goal. When you are creating content for a marketing channel or a campaign it is important to determine the goal(s) before you get started. When you don’t do this, that is when you end up using the wrong metrics.

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For example, someone could argue that site traffic is a vanity metric and is not a metric that you want to use to track success. However, if the entire reason you are creating a blog post is to get new users to visit your website over a 30 day period then that makes sense.

This would not have worked if your goal had been to increase email subscribers and you then used site traffic as your metric instead of the number of new subscribers. That is when people use metrics incorrectly.

You couldn’t say we had 4,500 new site visits but only 99 new subscribers and deem that successful. But the 99 new subscribers would be viewed as a bonus if your main objective was to boost your site visits from 800 to 4,000 over a 30 day period. This is why it’s important to set goals before you begin, that way you can ensure you are tracking and reporting on the right results.

There is nothing wrong with using site traffic as a goal, especially if you are smaller business trying to gain awareness and grow an audience. It becomes the wrong metric when you are not producing marketing content that is meant to impact those results, but you use it to measure success anyways.

2. Measuring What You Can Not Change

The good and ugly part about tracking data is that you can track just about anything but just because you can track it does not mean you should. Tracking metrics just for the sake of it is just as bad as not tracking anything at all.

One of the judgment calls you need to make when deciding what metrics to track should be if you can have any impact on them with your actions. Metrics can guide what you can improve on in the future if they are actionable.

Let’s say you want to improve blog traffic. There are a few different types of data you can look at to decide what you can do.

  • Where is blog traffic coming from?
  • What blog posts are getting new subscribers?
  • What blog posts are getting viewed and commented on the most?
  • What blog posts are getting high social shares or likes?
  • What blog posts have the highest ranking in Google?   

From these metrics, you would be able to explore where you can promote your blog more, find out what topics are resonating with readers, and what keywords have the most influence over your search rankings.

Although it would be easy to use unique page views as a trackable metric what can you really do to improve that metric? You need to dig a little deeper to find some direction and what you should do next by using metrics that are actionable

3. Not Tracking Money Spent

Kim Kardashian throwing money
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Every marketer has to answer the ROI question! As ROI has probably been the biggest push behind marketing’s metrics usage. After all, you can’t really have a conversation about metrics without bringing up ROI.

No matter what you are talking about within marketing, the ROI formula is always going to describe how much money you earned compared to how much money you spend or how much money did you spend to capture a lead that turned into a sale.

This is also why staying away from vanity metrics, like follower count, is important. It is very hard to put a monetary value on the awareness of your business or what action people take just because they follow your business on a social site.

4. Not Caring About Metrics

Metrics can be demanding. They can add complexity, be a challenge to collect and hard to turn into action if you do not have the right tools in place. This is why caring about metrics is important. When you care you will spend money on the best tools, get more out of their analysis and learn how to create and use reports that are relevant to your business goals. Once you understand how to use metrics to set goals, guide your decision making and tie it back to ROI you will start to understand that they do make your job easier and clearer.

Wrap It Up

All of the above are common mistakes but have a huge impact on how effective your marketing measurement can be. We want marketing teams to avoid these four things to get the most they can from their data!

Like the information, you got above? Check out our FREE e-book, Measurement In Action here to learn more.

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