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.