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Marketing metrics matter

By Kate Lee | 01/19/2015 | 10:33 PM

Marketing metrics

Looking to make a resolution that you can keep and will help your bottom line?  This year resolve to take a data driven approach to marketing.

Taking a data driven approach requires metrics. Metrics enable you to measure success, drive strategy, and demonstrate the ROI of your marketing efforts.

The first step to taking this approach is to identify the metrics to track.  Given that your objective is to attract, acquire, and retain customers, the most effective metrics to track are those where the unit of focus is the prospect, lead, or customer.  These include the following:

  • Visits
  • Reach
  • Leads
  • Customers
  • Conversion rates
  • Ranking

Once you have determined the metrics you will be tracking, you need a database in which to do so.  Here’s a great template that can help you to achieve success.

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About Elizabeth Hines

Elizabeth Hines

Elizabeth is a content strategist with 12+ years of experience in content development, branding, marketing, and communications. As the creative/editorial director at Fronetics, she oversees all efforts related to content and creative assets, including strategy design and brand development.

She has written extensively about supply chain and logistics, and has developed content strategies across a number of verticals, including the B2B space. Prior to joining Fronetics, Elizabeth worked at Boston University, Prospectiv, and Cengage Learning.



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