Metrics That Matter: More Than Just Data

Gary Katz, Co-Founder of ClearAction Value Exchange

Doing the whole job in marketing (and, in many organizations, keeping your job) requires the ability to demonstrate return on investment. 53% of CMOs surveyed said ROI is the key metric of successful marketing. So what’s the R in ROI? What does ROI truly mean, and how is it calculated? What matters most to each business depends on the perspective of the whoever is asking the question. Measuring the right things starts with aligning to the objectives of your organization, since what you measure, you manage.