7 Things Marketers Should Measure: Big Data Can Help

Marketers are under a constant pressure to show the maximum ROI for their efforts in today’s challenging economic environment. It’s not hard to see why there’s an emphasis on measurement in marketing. But the question is: Are marketers focused on measuring the right things? Unfortunately, no. Many marketers are hyper-focused on monitoring visibility, likes, followers, shares, and tweets. I call these vanity metrics – empty numbers that distract you into believing that you’re doing great, that is, until you sit down to find out how many of those likes or shares were actually converted into customers, or have resulted into some tangible benefit for the business.