Hardwood Flooring February March 2018

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It’s easy to get distracted by all the digital and social metrics available at the touch of a few keys. But just because a metric is easy to track doesn’t mean it’s appropriate for your company. Also, just because other companies are tracking certain metrics doesn’t mean those metrics are relevant to your business. This makes it difficult to determine which ones to focus on. By Katrina Olson Marketing Metrics that Matter

What’s a metric? It’s any standard of measurement that can be quantified and tracked, and represents a marketing concept like brand awareness, campaign performance, lead generation, engagement, or other goals related to marketing. Metrics are often analyzed across dimensions like geographic areas to show relative performance, or across time to show a change over a specific period. They’re also compared to industry standards so companies can see how they stack up against the competition. Most businesses look at measures like new or returning customers, sales per customer, average sale per customer, or average sale. These metrics can indicate success, but they’re more relevant at the business level rather than at the marketing level. That’s because

the magazine of the national wood flooring association

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