Metrics without Meaning
—no thanks


“Most murders are committed by someone who is known to the victim. In fact, you are most likely to be murdered by a member of your own family on Christmas day.”  [Mark Haddon – The Curious Incident of the Dog in the Night-time]

Marketing, like most aspects of business, should utilise data and statistics to help to define and measure success. It is very important however to fully understand the meaning of these metrics to inform a future strategy and direction. It is tempting to focus on the largest number, but what does that actually mean for the overall project vision?

Your business becomes what you measure. By focusing on measuring impressions, your marketing will become optimised for just that. Sure 10M pairs of eyes on your work is great, but it’s just a vanity measure on its own. Focus on downloads, follows or contacts – actual engagement – and you will get more of those; the number of impressions is pretty irrelevant.

At FLOCC, we start with an overall vision for every marketing campaign, working out which objectives will add the most value and how best to measure their success. Our Agile marketing approach ensures we can make adjustments to continuously improve in the right areas, keeping you regularly informed using meaningful metrics.

Top tips for your marketing campaign

  • Define the key objectives for your campaign and, importantly, how you can best measure them.
  • Keep your eyes and ears open for vanity statistics. They may be red flags that something is not right.
  • Give your campaign enough time for metrics to be meaningful, but don’t be afraid to adjust things if they are not working.
  • Don’t fear your family on Christmas Day!

More details about our agile marketing approach can be found here

Or why not get in touch to start your project.