In a data-rich world, which metrics should digital marketers focus on?
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.
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Author's Biography
Simon Kingsnorth is a senior digital leader and strategist with a core skill set in digital marketing, digital transformation and user experience. His specialities include paid search, search engine optimisation, social media, affiliate and e-mail marketing, as well as website design and development, acquisition, customer relationship management, analytics, targeting and personalisation. He is also the author of the international best selling book ‘Digital Marketing Strategy’.
Citation
Kingsnorth, Simon (2021, March 1). In a data-rich world, which metrics should digital marketers focus on?. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 6, Issue 4. https://doi.org/10.69554/IMRL3695.
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