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Marketers still focusing on vanity metrics

Author's avatar By Robert Allen 22 May, 2017
Essential Essential topic

Chart of the Day: The vast majority of marketers are still using vanity metrics to assess content effectiveness, whilst only half are measuring the effect on sales.

A recent report by TrackMaven asked 200 marketing leaders across 19 different industries about how they measure the effectiveness of their marketing efforts. The results show that marketers are still relying on 'vanity metrics' such as likes, shares and views, rather than calculations of how the marketing has impacted the bottom line.

This needs to change if marketers are going to be able to justify future increases in budgets for new campaigns. It's no good going to the CFO with how many re-tweets you got. The only sustainable way to grow your marketing department is to be able to clearly demonstrate that is leading to increases in leads and sales, and thus contributing to the business growth.

Marketers need to invest in better analytics for measuring their success and implement KPIs which reflect this.

Author's avatar

By Robert Allen

I was the Editor of Smart Insights between 2015-2017. I managed the blog and you will find blog articles on a range of subjects- Marketing Technology trends and latest tech developments are a regular focus, as well as exploring key marketing concepts. You can get in touch with me on Twitter and connect with me on LinkedIn. The new Editor is Carolanne Mangles.

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Content ROIMarketing ROI calculation

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