Question your Assumptions--Measure Actual Value, Not Assumed Value (4 things to keep in mind)

Here's the thing with KPIs--they can be anything you want. And too often, they end up being just that. However, performance should be judged based on the value that is created. Unfortunately, most people don't realize how many assumptions they are accepting when they determine value. "Of course having more Facebook fans is important." "Of course impressions have an impact on brand affinity." "Of course we need to be running ads in every keyword group that we can think of." These are all assumptions and metrics that track them are representing assumed value. The truth is, the assumptions that underlie many metrics are usually most valuable to the people who are peddling them rather than the b

Martech Down, Analytics Up! A Review of the Gartner CMO Spend Survey 2017-2018.

This year's Gartner CMO Spend Survey is really great. In fact, I like it better than last year. Whereas the last one was all about growing capabilities (mainly by layering on martech), this year is all about results. Now that everyone has spent a ton of money upgrading their martech stack, how did it work out? That is what 2018 is all about--results. And you know what is required to figure out results? Analytics. Check out that title: "Budgets Receded Amid Demand for Results" Budgets are shifting away from new investment in capabilities and toward the systems and people who can read the numbers and analyze the outcomes. I think this is a great story. Here are my favorite parts: "Martech s

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