Lies, Damned Lies, and Marketing Metrics

It’s the moment every marketer dreads: You are presenting marketing metrics to the sales team, and they spot a flaw in the data. With one thread pulled, everything starts to unravel. You quickly start making excuses about the inaccuracy of the data in salesforce.com, while rushing through the rest of the slides.

Marketing metrics can be a minefield: What to report on? Can you trust the underlying data? How should you interpret the stats? View this short presentation which:

  1. identifies five common problems with marketing metrics
  2. outlines three different types of metrics and
  3. provides a marketing metrics hierarchy with pointers on what to measure, and with whom to share the metrics:
    Which metrics do you focus on? Have you ever been caught out by missing or inaccurate data?

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