How to identify meaningful marketing metrics

Marketing campaigns sink or swim based on data.

The big question for marketers, is, which metrics matter most?

If you feel lost in a sea of datapoints and measurements, don’t fret. Consider these three tips to navigate meaningful metrics:

Focus on the bottom line.

If you’re not driving revenue or bringing some sort of substantive ROI to the table, who cares what the data reveals? When selecting which metrics to monitor, start with the bottom line.

Create a measurement framework that can highlight short- and long-term revenue generation, and be flexible enough to tailor your reports based on what your bosses (or clients) value. Some care only about sales, leads or conversions; others might place high value on shifting public perception, generating huge reach or fostering engagement with a niche audience.

Takeaway: The most important metrics directly affect the bottom line, so work with your bosses to determine the most substantive ways to prove marketing ROI.

Mix quants and quals.