When planning a campaign most companies measure its outcomes using the metrics that are easily available. Unfortunately these don’t generate the best insights.
The information marketing managers need simply isn’t in the data. The audience you’re approaching may be too diverse, your content too broad to actually appeal. As a result, when deciding which metrics to measure your first task should be ensuring that the data measures up.
This Marketscan whitepaper investigates which metrics to measure to increase the success of your next marketing campaign.
