Way too often—several times a week—I'm amazed by what some marketers are still measuring.
Maybe they don't know any better.
Maybe some are just married to legacy metrics that were once logical but now just need to die.
Inspired by Rachel Sprung's recent post on pointless marketing metrics, I've come up with my own list of pet-peeve marketing metrics and reasons they're probably doing your campaigns more harm than good.
1. Facebook Likes
There once was a time when even rational marketers considered buying Facebook fans. The opportunity to get in front of such an audience—they would see your organic content over and over and over again—was just so attractive.
Those days are long over.
Last spring, the alarm was sounded for brands: Organic Facebook reach for Pages was rapidly trending toward zero. And that's exactly what happened: Many brands are now reporting less than 1% engagement with their fan base via organic content.
Take the first step (it's free).
You may also like:
- How to Become a Data-Driven Company (Without a Data Scientist): Linda Schumacher on Marketing Smarts [Podcast]
- Forget ROAS, It's All About ROMI Now
- A Better Way to Gauge Sales Lift: Closed-Loop Measurement
- What You Need to Know About GDPR and Data Privacy: Lisa Loftis of SAS Talks to Marketing Smarts [Podcast]
- The Marketing Metrics That Matter to the Bottom Line