If it’s not linked to KPIs, it cannot be controlled. With the advent of Digital Marketing activities, it is becoming increasingly important to illustrate results. The question of ROI, engagement and conversion rates is part of the standard repertoire of executives. Budgets are assigned based on the impact of certain digital activities and marketing campaigns. The need for clear and precise performance analysis is increasing.
The biggest advantage of digital activities? You can measure everything! The biggest danger in digital activities? You can measure everything and still know nothing! Many analysts have drowned in the flood of digital data. But only those who understand data can create real added value. The growing complexity of the digital landscape leads to a large variety of different metrics that can provide great insights for your business – provided they are fully understood and properly interpreted.
A successful marketing mix consists of many orchestrated channels, all of which provide their own metrics:
With all these tools, product management and business management rarely suffer from a lack of data. However, to properly evaluate large amounts of user data you must learn to understand it. Targeted digital reporting is not based on the amount of data, but on the ability to gain relevant insights.