In an attempt to be seen as more than the “colouring in department” some B2B marketers have gone measurement crazy. How do we change the perception of marketing from a cost centre into a revenue driver, without becoming an excel guru or a full-on statistician?
If the utopia is to talk about revenue and sales, we need to look past clicks and visits surely? The journey there means the focus must be firmly fixed on the metrics that count.
So, how do we know what to measure? Optimisation means understanding interactions, clicks, dwell time, bounce rates, unique visits – and the rest. It’s easy to get punch-drunk with so many metrics to measure, watch and improve.
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