Fuzzy Metrics Lead to Problems – Not Profits

MarketingOnline.com MetricsAs marketing professionals, it is one of our core responsibilities to measure our success. Right?

My colleague and friend, John Reese, once taught me that Internet marketers only need to measure two things:  YES or NO? and MORE or LESS?  I now call these two measurements the core duality metrics.

Pretty simple, eh?  Uh … not so much.

It’s true that you can only improve what you measure, but your measurements or “metrics” as we call it at MarketingOnline.com members call it, must be clear, specific and actionable in order to lead to improvements and profits.

Brent Dykes of Digital Marketing blog writes:

“A big prob­lem with some met­rics is that they are not spe­cific, clear/intuitive, or action­able. We say “garbage in, garbage out” when it comes to data col­lec­tion and report­ing.

Sim­i­larly, fuzzy met­rics lead to weak adop­tion, poor decision-making, and fre­quently inac­tion. If your met­rics are neb­u­lous or unclear, you’re doing a dis­ser­vice to your­self and your com­pany.”

He further writes that one of his least favorite met­rics is traf­fic.  And he’s right because whenever I hear one of my Internet marketing students ask me how to measure “traffic,” I really need them to be more specific.

Traf­fic could mean page views, vis­its, daily unique vis­i­tors, monthly unique vis­i­tors, visitor value, etc. My starting point is always Visitor Values because I typically have marketing and e-commerce sites for which I need to measure dollars, not just visitors.

The fastest, easiest and most economical ($0) tool I’ve created to measure visitor values is my VPV Calculator.  It’s yours as my gift for simply reading this far into this post ;-)

What To Do Next?

Visit and download my VPV Calculator, then comment and share this post with your friends and colleagues who want to get clearer about how to measure the value of their website traffic.

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