Marketing for Small B2B Businesses: How Content Creates Marketing Muscle and Powers Traditional and Digital Marketing

© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2022

A. SchulkindMarketing for Small B2B Businesseshttps://doi.org/10.1007/978-1-4842-8741-5_11

11. Measuring Success—Metrics and Analytics

Andrew Schulkind¹  

(1)

Rhinebeck, NY, USA

 

• Digital isn’t perfect in tracking marketing outcomes

• Different kinds of metrics have different value

• Understand the difference between business metrics and prices metrics

• Testing goes hand-in-hand with metrics

• KPIs are important in transforming data into insights

John Wanamaker, the founder of the Wanamakers chain of department stores—and inventor of the price tag—famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Digital was supposed ...