Standardized Marketing Metrics
Comments (4) Last week, Marketing Profs published an insightful article by Banks and Nahama calling for the standardization of marketing metrics. Banks and Nahama wrote the following:
We are chagrined to see marketers still putting forth hundreds, even thousands, of disparate measures for their specialized fields, with most of them stopping short of linking to financial return.
It saps years of progress from the marketing discipline to hear marketing specialists, many at the top of their field, still make passionate arguments that it’s all about viewers or listeners or impressions or eyeballs or click-through or brand or awareness or pass-along or engagement, etc.
That trend seems only to be accelerating in the age of digital and social marketing.
These thousands of measurements may have use for daily activity, but when they attract such, well, un-standardized attention, they hurt marketing and they distract CMOs from their main tasks.
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