Identifying the right metrics

 

I think that identifying the most important metric to track in digital marketing is a particularly interesting topic.  For example, impressions, interactions, time spent, conversions, etc. all serve different elements of the marketing funnel and can be traced back as a metric depending on the strategy of a particular digital marketing initiative. 

Metrics can even be less finite such as: collecting a new customer, re-engaging a retained customer, or even being able to articulate paying the lowest cost per metric, are other ways to identify success within a digital marketing campaign.

I feel that identifying and agreeing on what these metrics are upfront is a great way to ensure that the framework of a digital strategy is being met.  For example, once the framework of goal, strategy, tactics, and metrics is laid out, one can have a better understanding of (1.) what digital channels to use to serve the goal, and (2.) what metrics should be used to evaluate success of meeting that goal.

I’m also interested to learn more about how multi touch attribution plays into metrics even once such a framework is put together.  With many different touchpoints, often the last touch channel gets the credit for delivering on a metric when in fact it may be a variety of touchpoints that led to that metric delivery.