Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing

06MEASURE WHAT MATTERS

INTRODUCTION

How do you know if you’re making progress on your goals? You have to measure things that specifically ladder up to them. That’s not always as simple a task as it seems. Today we have access to a huge amount of digital data—but much of it is one step removed from actual success: social media metrics, mobile usage statistics, and even media performance. Very often, easy measurements can mislead you into believing you’re doing well (page views are up 100%) when you’re not (but nonetheless sales have dropped 40%). ...