DISCUSSION & INSIGHT
Metrics measure results. They help to articulate and define a particular outcome in a way that can be understood or agreed by those who require or desire it.
Within marketing communications, each discipline and function uses myriad metrics for a variety of purposes: advertising agencies may define success as the ability to save a client money through efficiencies of scale; media owners might attract advertisers by explaining their offering in terms of audience reach, demographic breakdown or time spent with the medium and marketers within organisations could explain their impact to an executive board by counting the number of customers attained through their efforts.
The articles below are written to inspire discussion around different metrics used by marketing practitioners, their applicability to and usefulness in certain scenarios and how they could be employed to good effect. The discussions complement the definitions of different marketing metrics, found here.