Measurement is big and will only get bigger. The user data generated by digital channels allows us to cut website visits or social media interactions in a variety of ways.
At first the abundance of data was amazing. Then it became confusing. Now, if we’re honest, it’s become hugely convenient. It’s possible to put a positive spin on performance when reporting results to people who aren’t literate in the data of digital communications and marketing. It’s even easier when you’re presenting it to people who don’t understand data at all.
There are too many metrics and it’s too tempting to highlight only the positive ones. At some point, however, someone’s going to question why the reports are great but there’s little overall progress. It won’t add up. Even the totally innumerate will see it clearly.
Remove your hiding places. A clear objective should be measured by a single metric. Other metrics can play a support role, but give one primacy. If you do that, you’ve nowhere to hide. It’s liberating. It gives you focus. Your performance will step out of the shadows.