Yesterday we discussed how focusing on a process for your digital marketing will empower you to take control over your strategy. But, once you've got a process, and you've discovered and convinced your CEO to invest in that process - you've got to have a way to measure it. What does success look like?
There's a lot of talk these days about why it's so important to be a data driven marketer. Software vendors will extol the ability to achieve a "high return on investment". We strive to prove our case using ROI from every campaign. We are buried in statistics such as "Cost Per Lead" and "Cost Per Acquisition", "Traffic Cost", "Page Views", "Followers", "Retweets" etc.. etc... And this is absolutely wrong-headed.. If you're using your Analytics to prove something - then you're using Analytics incorrectly.
Continue reading "What Does Your CEO Need To Know?
Stop Proving - Start Improving
(Part 3)" »








