Focus on the right metrics / by Michel Lubac

The best marketers set themselves up for success by identifying clear metrics they
want to effect before launching a campaign. Yet how do you define the right metrics?


Many marketers focus first on high-level campaign objectives such as creating brand
awareness, generating leads or driving in-store sales. But when it comes to evaluating the
success of their campaigns, they resort to measuring lower-tier, proxy key performance
indicators (KPIs).

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