In a data-rich world, which metrics should digital marketers focus on?

Simon Kingsnorth
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Simon Kingsnorth: Digital leader and strategist, UK

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 6, issue 4, 359-365

Abstract: The modern marketer has a wealth of data at their fingertips. However, being able to access vast quantities of data is not the same as knowing how to analyse and interpret said data. Indeed, the challenge is to review only the metrics that matter, or risk drowning in a sea of data. This paper discusses the landscape of modern marketing, to include the channels and core factors that every marketer must consider when deciding which key performance indicators to focus on. It also shows that by keeping an eye on their core strategy and understanding how to prioritise their data, every marketer can optimise their campaigns effectively.

Keywords: strategic dashboards; digital analytics; vanity metrics; web analytics; SEO data; social media analytics; ROI (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2021:v:6:i:4:p:359-365

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