Winning ZMOT: Measure Success
Avinash Kaushik, Digital Marketing Evangelist for Google, shares his thoughts on how success should be measured. He points out that consumers can interact with a brand in a number of ways, yet the thing we measure most is purchases. Instead, he suggests measuring bounce rate so you can fix what’s broken and keep consumers engaged on both macro and micro levels.
“Using the right data to measure your success can help you find not only places you can make tactical fixes, but help you figure out how to organize responsibility.“
Avinash Kaushik is the Digital Marketing Evangelist for Google and the co-Founder of Market Motive Inc.
- Published June 2011