One of the greatest things about digital marketing is the ready availability of metrics. Compared to decades past, we can know so much more about how many people respond to our marketing activities and how, when, and where they respond. And it’s hard to find a CMO who hasn’t read a slew of articles about Big Data in the past year, wondering how it should relate to her marketing team’s efforts.
Agile Marketing practitioners understand that metrics are key for all marketing activities – “data over opinions” is part of the Agile Marketing Manifesto. And we all know it’s hard to improve what you can’t measure. Unfortunately, many marketers still fail to do the important work of connecting the dots between metrics associated with individual tactics and metrics that the business readily understands and values such as revenue. However, oftentimes marketers can’t connect those dots because they don’t know how their customers connect the dots between their sales and marketing tactics to begin with.
This one-hour web seminar, The Importance of Buyer Behavior for Agile Marketing Metrics, was presented by Chris Barron on Friday, May 23, 2014. Attendees reviewed common marketing metrics and how they can be combined with a marketing funnel, or better yet a buyer’s journey, to connect the dots to the bottom line.
Missed this seminar? Download the recording and slides here!