Metrics Matter: How to Differentiate and Utilize Them | E75

This week, we're thrilled to be joined by Alex Myers, Head of Marketing at SEO Works. As someone who markets to marketers, Alex has the unique benefit—and challenge—of being both the messenger and the audience. "For once, when I claim to know what my audience is thinking, I actually kind of do," Alex shares.

Vanity vs. Hard Metrics: The Eternal Debate

Let's get this straight, "Vanity metrics are the ones that offer a superficial glance at success," explains Alex, "whereas hard metrics bring real value." The difference is crucial, as vanity metrics can often be manipulated to look good but may not actually drive revenue.

"Think of vanity metrics as indicators you’re on the right path but not the end goal," advises Alex.

Internal vs. External Metrics

Metrics can serve multiple purposes, and Alex argues they should be tailored based on the audience. For instance, within your team, diving into impressions and engagement can help tailor your strategies. But when it comes to the board, you'd better be armed with real metrics—pipeline, ROI, and tangible growth stats.

"You need to remind them that you know the difference," Alex stresses. It's all about how you present your data.

Metrics: An Organizational Perspective

Whether you’re tracking internally or externally, data should drive collective goals. As Ruta explains, "The marketing team gets everything; the company gets a subset; the board gets the top layer—pure business results."

"There is no such thing as too much data," says Alex. "Capture it all and refine later."

Strategic Alignment with Metrics

The data may be there, but is it aligned with business objectives? Emma weighs in: "Metrics should be the result of a coherent strategy tied closely to business goals." This can be a challenge, but it’s essential for growth and justifying marketing spend.

Final Thoughts

Ultimately, committing to hard metrics may seem daunting but ultimately elevates the marketing game. It's about weaving everything together to tell a story of how marketing truly fuels business success. "Remember, nobody has ever signed off a budget because of likes," aptly puts Alex.

Join the Conversation

Metrics can tell powerful stories when used wisely. Feel free to join our community and tag experts like Alex for specific advice. Until next time, keep those metrics honest!