Marketing KPIs are no longer limited to the results of the Net Promoter Score (NPS), brand awareness or affinity. Also, metrics like the opening rates, the CTRs, the unique visits are now irrelevant and analysed from a different perspective.
Today marketing can measure the number of installations, registrations, subscriptions, conversion rates, average order size, daily active users or even show us for which reason a user has not purchased (or abandoned our funnel).
Everything is about achieving the right balance between product and market, putting the customer in the centre, cuddling it and making it our obsession.
Let’s think for a moment how significant is that peak of visits on your website in a given period, without weighing it with the corresponding conversion rates? Insignificant.
Any marketing operation that does not lead to growth or that is not measurable must be replaced or removed.Even for the most prominent companies, marketing now means innovation, data science, technology: all servicing business growth. After all, what is a company today if not an organisation that continuously process data with appropriate technologies?