Choose marketing measures that help you decide
Start with the action you want a customer to take, then choose the signals worth reviewing.
Start with the action you want a customer to take, then choose the signals worth reviewing.
Work backward from the goal#
A campaign might aim to introduce a service, encourage an inquiry, or bring people to an event. Define that purpose before choosing the numbers for a report.
Separate activity from outcomes#
Visits, impressions, and clicks can help explain what happened. They do not, by themselves, tell you whether an inquiry was relevant or a customer found what they needed.
Connect online and offline touchpoints#
A print piece can use a distinct destination URL, and an inquiry form can ask how someone found the business. These signals have limits, but they can add context to the conversation.
Decide what you will do with the information#
A good report helps answer a question: keep the message, improve the page, try another channel, or gather more evidence. Avoid building a dashboard whose numbers never influence the work.
Bring it into your next project#
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