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iMedia Connection – 4 ways to make metrics actionable

iMedia Connection – 4 ways to make metrics actionable


4 ways to make metrics actionable

By: iMedia Connection

Does the following sound familiar?

Let’s examine our KPIs. What’s the ROI? What channels are driving the most profitable revenue? Why are my website conversions down this week when they were up last week?

Online brands view metrics with paramount importance, yet, for most of them, making those metrics that really matter actionable remains a big work in progress.

Baynote recently teamed up with the e-tailing group to survey a cross-section of major online retailers and identify the key metrics they believe will drive the industry forward. To help guide online marketers on their quest to make meaningful metrics more actionable and less elusive, I offer the following simple steps:

Improve communication

In order to make metrics an imperative within your organization, you must seek buy-in from every level — from C-level executive all the way down to the recent college grad who was just hired. Communicate your goals clearly and have an open dialogue about why metrics are important. Improved communication will provide employees with the context for why metrics are important and help them prioritize the metrics that matter most to the business. This dialogue will also establish a common glossary of measurement terms that can be used throughout the organization so that departments can work directly with each other, rather than having a proxy translate each department-specific language and improve overall collaboration.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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