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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 Kate Lee

Kate Lee

Kate Lee is the senior director of research and strategy for Fronetics Strategic Advisors, a Newburyport, Mass.-based consultancy that works with clients in industries including logistics and supply chain. She has over 20 years of domestic and international experience as a writer, researcher, and strategist.


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