You Can’t Improve What You Can’t Measure

Marketing and measurement go hand-in-hand. If you can’t measure the performance of a campaign, you could be burning dollars faster than expected.
Setting SMART goals and expectations from the get-go is a vital part of campaign and marketing management. Torch helps identify the right goals and outcomes to propel business ahead. Distractions are too easily focused on and sway decisions making. Most importantly, not knowing when to quit could be disastrous. Yes, we said it. Quit. Quit to focus on what truly matters to your business and customers.

SMART Goals
They may be old but they still work, really well. Having SMART goals and committing to them can yield amazing results. Either way, the team accomplishes what they’ve set out to do, learns from it and either changes course or duplicates the results. So, what are SMART goals?

  • Specific (simple, sensible, significant).
  • Measurable (meaningful, motivating).
  • Achievable (agreed, attainable).
  • Relevant (reasonable, realistic and resourced, results-based).
  • Time bound (time-based, time-limited, time/cost limited, timely, time-sensitive).

Proper KPIs (Key Performance Indicators)
There’s no currency like time. Time is non-refundable, non-returnable and allocated once. So, if you’re measuring the wrong results and don’t have actionable tasks from the metrics you’re viewing, then why review them at all? It’s a common mistake and simply stated, derails progress. Paralysis by analysis is still an epidemic and Torch minimizes the losses by resetting focus. Focus on the metrics that move the needle and drive revenue. For instance, an e-commerce manager can present a coupon to his/her customers and have an immediate effect on conversion rate. Did this conversion rate help your bottom line? Did it cost margin dollars or acquire new, profitable customers?

Establish Proper Metrics, Reporting & Communications
Report on what matters, measure what counts and share the information with the right people – the people who make the difference and service your customers. Let’s ignite your analytics – contact us today.

Torch Group is Google trained & certified as a Google Certified Partner in Google Analytics, Data Studio, Surveys, and Tag Manager as well as other media and metrics reporting suites.