Increase Analytics Influence: Leverage Predictive Metrics!

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Almost all metrics you currently use have one common thread: They are almost all backward-looking.

If you want to deepen the influence of data in your organization – and your personal influence – 30% of your analytics efforts should be centered around the use of forward-looking metrics.

Predictive metrics!

But first, let's take a small step back. What is a metric?

Here’s the definition of a metric from my first book:

A metric is a number.

Simple enough.

Conversion Rate. Number of Users. Bounce Rate. All metrics.

[Note: Bounce Rate has been banished from Google Analytics 4 and replaced with a compound metric  called Engaged Sessions…

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Marketing Analytics: Attribution Is Not Incrementality

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One of the business side effects of the pandemic is that it has put a very sharp light on Marketing budgets. This is a very good thing under all circumstances, but particularly beneficial in times when most companies are not doing so well financially.

There is a sharper focus on Revenue/Profit.

From there, it is a hop, skip, and a jump to, hey, am I getting all the credit I should for the Conversions being driven by my marketing tactics? AKA: Attribution!

Right then and there, your VP of Finance steps in with a, hey, how many of these conversions that you are claiming are ones that we would not…

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