Measuring the True Impact of Your Marketing

Sonder
December 18, 2019

There are many metrics you can use to measure marketing.

However most marketers and humans use meaningless metrics. Sometimes its vanity metrics like follow and like count. Other times its sanity metrics like conversions and click through rates.

Few are measuring the true value of their marketing. It then begs the question: How do we measure the true value of marketing performance?

We must measure it in at least two ways, to measure our performance accurately.

1) Economically: Whats the Return on Investment (ROI)? Not ROAS, not a fake number that doesn't factor in all the costs - the true number that takes into the true cost of the operation - that ROI calculation.

AND

2) Psychologically: Whats the Return on Attention (ROA)? Peoples attention is scarce - in a lot of way it is scarier then capital itself - because it can't be replenished. For every unit of attention your customer spends with you - how much do they get back? How much forward momentum is created in their life when they engage with you? If this number is small - then chances are what you are doing right now - wont help you in the long run even if its paying in the short term right now.

We must measure results both economically and psychologically.

Overview
Overview
Overview