MARKETING MATTERS
Play Marketing Limbo
M
How to Review your
marketing data to know if
you’re winning or not.
arketing is like doing the limbo – you can’t go to the next
round unless you measure.
Whether you’re just getting started or you’ve been mar-
keting for a while, you need to be continually in contact
with your metrics to gauge the effectiveness of your marketing
campaign.
Before you bunny trail into marketing metrics, you need to do a
bit of homework. These three things will help you find the infor-
mation you need and evaluate your past or ongoing campaigns to
make decisions about your future marketing efforts:
1. Make a Plan: You need a plan to follow and judge against.
If you can’t remember why or what you did it’s hard to make a
judgment about whether worked or not.
2. Tools: Find and use tools that allow you to acquire and easily
consume data from your campaigns.
3. Know What Matters: Which metrics are important? Where
do you look to find them?
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