Many marketers are still getting their heads around how to measure success on YouTube. As with anything we do, the key is measuring the right things. It also means seeing the larger context to make sure those measurements have meaning, and then acting on what we’ve learned.
Instead of wasting time on beautiful reports that no one reads, I suggest that you focus primarily on metrics that can be tied to an action – after all, why waste time measuring something that cannot or will not lead to action? As promised, here’s how you go about it.
Do you ever get the feeling that people just don’t care about your reports? One fundamental step of any measurement strategy is making sure that each metric has at least one action tied to it. While it can be challenging to move from reporting on results to driving action, it’s critical for success.
DEAR REPORT MONKEY, My job is to tell the marketing department how their online campaigns are performing. Trouble is, no one listens to me! The other day, our VP asked me to pull together some numbers from one of our social media campaigns for the executive team. To be honest, the campaign was performing dismally,
DEAR REPORT MONKEY, I’ve been a Webtrends administrator for years, and I know more about the tool than anyone else in my company. So I was thrilled when our marketing department asked me to teach them how to use it! However, it didn’t go quite as well as I had hoped. I had visions of
DEAR REPORT MONKEY, My company prides itself on “getting” data-driven marketing. We have it all: the right tools, killer integrations, fancy executive dashboards—but we’re missing the right people! Or person, in my case. That’s the problem. Since my company bought it all, I’m expected to do it all. But I’m swamped and I can’t do