One of the things I’ve always advocated when consulting clients or internally is to measure business outcomes, not just activities.
Digital marketing has actually made tracking actual business results much easier and much more accountable than print or telephone channels.
In digital marketing, this requires web analytics. There are several types of analytics, but the most popular is click-stream, which tracks actual clicks and visits.
Many of us have Google Analytics or other click-stream tracking set up … but many of us probably have never checked it.
This is a huge mistake. By measuring our web data, we can: