Across every layer of the company, business people get too much data. Hunting expeditions are launched to locate what’s relevant and useful. CMO scorecards have impressions! Agencies are using CPMs, or worse “Traffic” as primary KPI. A Bank’s CMO has NPS on their dashboard – NPS is sourced from everything a company does AFTER Marketing’s […]
Marketing Analytics Mistake #1: Efficiency Without Effectiveness!
“Let’s all focus on a single metric, a True North for the entire company!” This is an understandable sentiment from Extremely Senior Leaders (ESLs). There are so many data pukes (sorry, “dashboards”) running around the organization, employees face such difficulty in being able to be smarter. Or, worse, Teams/Agencies can cherry-pick and show “impact.” Hence, […]
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