Measure success by results, not actions

Quick quiz: Which answer would you prefer if you were the one asking the question?   Did you get your grades up? a) I studied more and spent more time at school. b) Yes, my grades now all B’s or better, up from C’s and D’s.   Did you sell more of our company’s chocolate?…

Where is the “break” in your campaign or initiative?

Previously, I discussed measuring marketing/initiative success based on outcomes, not actions. So what if your campaign isn’t successful? How do you find the “break”? The best way is to compare to previous data and industry standards. Previous data Previous data is your data from previous campaigns. Examples: During your last three sales events, percent of people who walked into…

Measure marketing/initiative success based on outcomes, not actions

One of the biggest mistakes we often make with marketing campaigns and initiatives is we measure actions, not outcomes. In order to be successful, we need to clearly define our goals and then clearly define what success is, based on outcomes. Examples: If your goal is to impact a large number of your students by utilizing Open…

Why fitness trackers and ad metrics rarely work

“Samsung Gear Fit unboxing” by Vernon Chan is licensed under CC BY 4.0   Many people are quick to defend fitness trackers such as FitBit. “It makes me walk more!”, many forum posts conclude. But if you probe these people deeper and ask what their goal is, they will say “To lose weight.” “Are you…

Addressing the Question: Measuring Advertising ROI

One of the hardest questions, I think, for marketers and advertisers to answer is the dreaded question “How can I measure my advertising?” because, unfortunately, it just isn’t that simple. That isn’t to say that there is no way to do it, it just is a lot more complex than most would think. So, this…