METRICS THAT MATTER
METRICS THAT MATTER
Gain Theory was commissioned by the IPA to write a green paper about the metrics and measurement strategies in te digital era. The paper was created in collaboration with Facebook, Google, Thinkbox, Royal Mail, Mondelez, and folded in interviews with Dixons, Samsung, Direct Line and many more.
"We need to define what return, over what investment, over what time period. We need to look at ROI as a dynamic metric"
– Adam Ben Yousef, Head of Marketing Effectiveness - Diageo
Common Agreement
There was common agreement around some key principles:
No a single metric that on its own captures all relevant factors
A metric without context has very little use
Unless there is buy-in from all stakeholder groups, metrics are meaningless
Metrics fall into three buckets: Financial, Brand Health & Engagement
ROI as a metric, is over valued, over used and has potentially become homogenized
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