Media, Marketing, and Product Metrics: Focusing on What Truly Matters - Episode 25
Metrics Shape Growth, and Growth Shapes Metrics
Welcome to the 25th Edition of Marketing Concepts!
Do you ever feel lost in a sea of numbers, unsure which ones truly matter? Metrics are your compass, your pitch’s backbone, and the pulse of your customer relationships. Misread them, and you risk losing your way.
In this episode, learn to separate the meaningful from the meaningless—because sustainable growth depends on knowing what to measure.
Understanding The Basics
Metrics and KPIs are quantifiable tools for tracking performance and guiding decisions, but not all metrics are equal.
Vanity metrics may look impressive but often lack actionable value, especially when misaligned with context (e.g., using CTR to assess a BVOD awareness campaign).
Actionable metrics, however, are tied to business goals, directly impact growth, and align with the customer journey, providing meaningful insights.
Let’s break this down across three critical domains:
Connecting Data, Strategy, and Growth
The right metrics tell the story of your business’s health, your customer’s experience, and your roadmap to growth.
Holistic Articulation of Metrics
To see the full picture, metrics must be aligned across all stages of the customer journey. Each stage has distinct objectives and reflects different customer mindsets, requiring tailored measurement.
Mapping the right metrics to media, marketing, and product activities ensures you track meaningful data and create strategies that meet customer needs at every touchpoint, driving engagement and growth.
Emotional Resonance Through Metrics
Metrics aren’t just numbers—they reflect the emotional connection with your audience.
A strong MER shows cost-efficient marketing that aligns with audience needs.
Lower CAC means your message and distribution resonate effectively.
Higher retention proves your product delivers real value.
A strong activation rate signals prospects quickly grasp your product's purpose and benefits.
Metrics bridge data and emotional impact, revealing the depth of your brand’s connection with customers.
A Step-by-Step Guide to Strategic Success
Follow these actionable steps to make the most of your metrics:
Define Success at Each Stage of the Customer Journey
Avoid the Vanity Trap
Ask, “Can this metric drive a decision?” If not, it’s likely vanity.
Prioritise metrics directly tied to revenue, customer experience, or growth.
Leverage the Right Tools
CDPs (Customer Data Platforms): Centralise customer insights.
AdTech Stack: Tools to optimise advertising performance.
MarTech Stack: Tools to enhance your marketing strategies.
Experiment, Measure, Repeat
Use a robust experimentation framework to test and optimise campaigns.
Analyse cohorts to uncover patterns (e.g., “Why do some users churn after 30 days versus 90?”).
Regularly review and refine KPIs to ensure they align with evolving goals.
Closing Thoughts
Great marketers don’t just track data; they transform it into action.
Metrics are the language of success, and mastering them is essential for achieving sustainable growth. By focusing on the right KPIs at each stage of the customer journey, you’re not merely collecting data—you’re crafting a strategic roadmap to meaningful and lasting progress.
Question for you: What’s the one metric you wish you’d prioritised earlier in your career? Reply below or share your thoughts
Join Us as a Paid Subscriber
Become part of our thriving community and gain access to premium resources designed to enhance your productivity and help you achieve your goals faster.
As a Paid Subscriber, You’ll Get:
• Exclusive How-To Guides & Templates: Practical, step-by-step resources to boost your daily output and streamline your workflow, helping you achieve financial freedom faster.
• Access to Our Private Community: Join regular AMA sessions with experts, get personalised feedback, and overcome challenges with support from like-minded individuals.
• Insider Tips & Strategies: Stay ahead with exclusive insights and actionable strategies that you won’t find anywhere else.
As a Free Subscriber, You’ll Get:
• 4 Insightful Emails/Month: Get curated content that provides value, but for full access and premium perks, upgrade to a paid plan.