085: Which marketing metrics should you be tracking?
These days, you’re hearing a lot about how we need to track our data. As we continue operating in a digital-first environment, knowing what metrics to monitor will be vital to our success.
However, in your day-to-day tracking and reporting, have you taken a moment to evaluate if you're tracking the right metrics? With so many types out there — traffic, engagement, conversion, lead generation, and more — it can be challenging to discern which ones matter most.
In this week’s brief, we're breaking down industry-leading KPIs for you to compare against your own. Remember, every organization has unique goals, so it's vital to tailor these benchmarks to align with your specific objectives and strategies. As a primer, check out last week’s webinar on the fundamentals of measuring campaign success.
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Snackable snippets |
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Marketers more focused on delivery metrics 📖 Short story: More marketers are more focused on campaign delivery over business, brand, and response metrics. Per the DMA, marketers who focus on effectiveness over delivery tend to achieve stronger overall business performance. Google Ads are a great additional touchpoint for driving actions such as event sign-ups, content downloads, or donations. But what should you do if your ads aren't converting as expected? This article explores practical, actionable tips for improving Google Ads conversion rates, from selecting the right keywords and creating compelling ad copy to optimizing your landing pages.
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In the news |
Leveraging data from 74.5 million customers, Costco is developing an ad network to deliver targeted advertising both on its website and across other platforms.
“Not only will we help you reach a Costco member, we will help you reach the right members in the right context based on past behavior,” Mark Williamson, AVP of Retail Media at Costco, said in an interview with Marketing Brew.
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United Airlines announced last week that the company is adding personalized advertising to the seatback entertainment on its flights.
With a potential for 3.5 hours of attention per traveler, United Airlines is hoping this will appeal to brands looking to engage their customers.
For your inspiration folder |
Crayola has made a household name itself for sparking childhood imagination and creativity through art and self-expression.
Crayola’s latest ad campaign, Campaign for Creativity, targets parents and reminds them of the role creativity has played in their lives and how it has helped them connect with others.
A real tear-jerker, Crayola does an exceptional job of telling emotionally resonant stories from the parents’ perspective and how their creativity — which goes beyond crayon and paper — can trickle down to their children.
Source: Crayola
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