Get Shouty

The marketing discipline continues to evolve and has become a complex, rapidly changing, and noisy daily battle. Cutting through this noise and measuring the signals that matter is an increasingly difficult challenge.

I think measurement is about designing for success and then finding new ways to win.

The first question to ask is what counts?

Talking to Marketing Week, Catherine Newman, chief marketing officer for The Times and Sunday Times said

Mass reach is an obsession with people when it comes to digital and the internet,” , contending that it is better to reach 10,000 who have interacted with a brand and are like-minded rather than 1m people but not know who they are.

“It’s not useful to flood the market when it may be cheap but not effective,” she reasoned. “People have to question what metric they’re chasing…”

I came across this fabulous POV over Origami Logic.

(click for a larger version)

 Marketing signals — unlike traditional metrics or data — include multi-dimensional measures of quality and relevance to ensure they generate the best and most valuable insights. Additionally, calculations of KPIs specific to campaign objectives and categorization of performance by brand, country, product, etc., add context to the data and make results more relevant to the business. Finally, marketing signals blend science (numbers and metrics) with art (creative, copy, metadata, and strategy) to comprehensively illustrate what is working.

Simply put, marketing signals go beyond representing results. They reach further, bridging the gap between raw data and insights, allowing marketers to gain immediate and clear direction on where opportunities lie and how to further improve results.

I’m liking the the notion of signal over score, of engagement over impression and fundamentally of objective over everything.

I love to do what counts first and then count what we do.