Measure What Matters Most

“Not everything that can be counted counts”, said Albert Einstein. With a world of endless data and demands on marketing effectiveness, what metrics should you focus on?

Here are some key metrics that Boards like to see. And which help you. These are split into more operational metrics and customer led ones. OPERATIONAL METRICS Website – bounce rates, sessions, time on site, traffic and traffic sources, users (new and repeat), document downloads

Email – unsubscribes, open rates and click to open rates Advertising – look at recall measures (prompted and unprompted) as well as measuring the effectiveness of your headlines and copy to ensure consideration scores are high Sales figures – ensure you have a grasp of sales by product and customer type Market share – growth is irrelevant if competitors are growing faster PR/Social – explore engagement and share of voice metrics

CUSTOMER LED Net Promoter Score – not just the top line figure but the underlying NPS drivers Customer Effort Score – know how easy you are to deal with Brand salience – measure how well you are thought of or remembered, not just awareness levels Unprompted Willingness to Recommend – a key metric for all brand building lovers Brand Perceptions – know how you want to be perceived and then measure it Conversions/Funnel – know how many new customers you have gained, how many you have lost Engagement – use lead scoring to truly understand customer engagement in REAL TIME