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Showing posts with label campaign. Show all posts
Showing posts with label campaign. Show all posts

Wednesday, September 26, 2018

Measuring the Metrics that Matter

Click-through rate (CTR) has long dominated as a core marketing metrics because it is so easily tracked. With video, new metrics, like engagement rates and completion rates (VCR), are also taken into account.
However, these metrics don’t necessarily prove the campaign is working toward the marketing goal if it isn’t defined properly.
Anthony Coleman, senior director, search and social, Digital Remedy, believes that easily-accessible metrics are not as useful as some people think. CTR only tells you how someone interacts with an ad, and can reflect some level of awareness, but not what actions the person takes in response, Coleman said. Another drawback of CTR is that it is easily manipulated to inflate numbers for more impressive results.  
“When you’re trying to run an active campaign and get new users in the door...a metric that is so easily shifted is not a good metric,” Coleman said.

Read more in 

Beyond Click-Through Rates: Metrics That Matter