Are You Going To Use Those Numbers?

Garth Beyer

Data Dump

If you’re reading this, there’s no doubt that you work with numbers or know you should.

But putting together numbers, analytics, data can be…exhausting. Maybe you’re not good at excel. Maybe you don’t want to measure with quantitative data. Or…maybe you realize a lot of the measurements you’re told to gather are a waste.

Sure if more people  see your post, then more will buy, but not enough. It’s not a 1-2 ratio, and not because there’s competition for eyeballs, but because people are telling themselves different stories at different phases on their path to purchase.

“Measurement is fabulous. Unless you’re busy measuring what’s easy to measure as opposed to what’s important.” – Seth Godin

Before you dig into any data, be sure you know the answer to these three questions.

  1. What’s your specific goal? Did you want conversions? Email sign ups? People to just see your name? There’s valid reasons for all these goals, but you need to pick one per initiative.
  2. How will you measure it? Is it cost per engagement? Is it those who sign up for your email list and open 10 of your emails in a row? Is it an ad recall rate?
  3. Are you going to use those numbers? If you learn one method is better than another, do you have additional resources to invest in it? If you’re not happy with your impressions, will you stop using that ad unit despite everyone saying you shouldn’t?

Every initiative needs an answer to each question. If there isn’t one or it’s not communicated well-enough, then that’s when measurement reports become a waste.

 

Stay Positive & Bring Measurement And Meaning Together Again

Photo credit

Save

Garth Beyer
Latest posts by Garth Beyer (see all)

Share A Response