Best Practice Report

Marketers: Stop Using Vanity Metrics To Value Your Marketing

January 11th, 2018
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Emily Collins , Jim Nail , Shynise McElveen

Summary

B2C marketers have a glut of metrics to help them establish marketing efficacy. But more metrics does not necessarily mean better insights. Marketers must let go of vanity-based metrics — such as shares, likes, click-through rates, and impressions — and embrace metrics that clearly link marketing success to business value. This report identifies the top metrics you should stop measuring now and introduces a group of metrics that prove the value of marketing.

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