Marketing metrics: Are yours vain or accountable?
- Mon, January 09 2012
- Filed under: Marketing essentials
Ah marketing. We love to do it, but we shy away from really measuring it.
Here is a superb infographic from Marketo via Beth Kanter that says it all. Namely:
-We don’t measure our impact well
-When we do, we often fall into self-promotion and vanity metrics
-The right metrics are those that truly make a difference: lead generation, conversion and revenue per customer (to translate those to the nonprofit world: don’t measure how many PSAs you launched—measure new prospects, donations, lifetime value of a donor)
When you measure your performance against the right things, you are truly accountable as a nonprofit marketing professional. And that’s how we should all strive to be.
View the infographic in larger dimensions here.
Comments
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