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Take 10: How to Set Up Your Metrics for a Successful Campaign

Ruth P. Stevens
Fri, Jan 24, 2014
10 minutes

Once your marketing objectives are set, the next step is selecting the right campaign metrics to quantify your success.

In just 10 minutes, we'll review the various data capture methods available, which methods are appropriate for each communication type, and the guidelines you should use to choose the right metrics for a successful campaign.


Ruth P. Stevens consults on customer acquisition and retention, teaches marketing at Columbia Business School, and is a guest blogger at and Biznology. Crain's BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers (Que Biz-Tech). Ruth has held senior marketing positions at Time Warner, Ziff-Davis, and IBM.

Who Should Attend?

Marketing professionals, small business owners, or anyone responsible for measuring the success of marketing campaigns.

What Will You Learn?

  • Four criteria for tool assessment
  • Four communication types to measure
  • How to measure each type

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