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Data, Data Everywhere but what Exactly to Measure: The Dilemma with Marketing Metrics

With tons of data available with marketers to measure the impact of their business, one thing that need to be kept in mind is not to get entangled in measuring everything. Measuring something that does not have the capability to influence your corporate strategy isn’t a good idea. Knowing what your business is trying to achieve and then deciding on marketing metrics is foremost.  Steve Robins, principal of Solution Marketing Strategy, in an article in TechTarget provides the following points of advice to detangle your metrics:
• Separating strategic KPI’s from nonstrategic metrics
• What to measure?
• Operationalizing KPI’s
• Metrics predict the future
• Finally, looking at best practices
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