Virtually all marketing channels and software programs now provide some data about the results for your campaigns, such as:
- Email opens, clicks and forwards
- Online ad impressions and clicks
- Social media shares, comments, and likes
- Event and session attendees
And that truly is the tip of a very large iceberg.
The real question is what’s important to you and, more specifically, your company and the people that you report to?
Are they interested in conversion rates, costs per click, website traffic and infographic downloads, or do they want qualified leads, opportunities and revenue — that is, contribution to pipeline. Most CEOs and CFOs want the latter and don’t really care about marketing metrics.
Find out what’s important in your company and then focus on delivering and constantly improving those.