Learning from leaders
Ninety-five percent of leading marketers agree with the statement that “to truly matter, marketing analytics KPIs must be tied to broader business goals.”
That's just one surprising finding from this study by Econsultancy and Google, which shows how senior marketers have been adapting their marketing measurement to keep pace with changing (and increasingly mobile) consumer behavior.
Business metrics must drive testing and decisions
This study reveals that marketing leaders — those who are succeeding beyond their business goals — have several things in common. For one, they focus on company-wide business metrics, like sales and profits, rather than on campaign metrics like clicks and single-channel conversions. They also emphasize fresh marketing measurement techniques that align behaviors in both online and offline environments. And finally, they build a culture of testing and experimentation that helps them answer strategic questions and find new opportunities.