Marketing Analytics:
How to Measure Sales and Marketing Performance

Here are three key take-aways

1. Which Metrics Matter Most
Page views and impressions are useful for knowing your potential audience and reach, especially when you’re introducing something new. But they’re not the holy grail. Metrics tied to consumer engagement; like click-throughs, form completions, ROI, and customer lifetime value were seen as the real deal.
The bottom line: the best metrics depend on your strategy and where your customers are in their journey.

2. Attribution Challenges
Attribution is tricky. With so many touchpoints, it’s tough to know which one truly tipped the scales. And let’s face it, people usually need to see you across different channels and at different times before they take action. That makes attribution more art than science.

3. Tools for Making Sense of Metrics
Dashboards and external platforms can help wrangle messy data and give you clarity. HubSpot came up as a favorite for rolling everything up in one place. Lead scoring and refining your Ideal Customer Profile (ICP) were also highlighted as smart ways to focus on the prospects who matter most.