Mark Twain famously said, “There are three kinds of lies: lies, damned lies and statistics.” In all honesty, I don’t know if Mark Twain said that at all. But that is what I have heard and I have no reason not to believe it so I am repeating it here and potentially perpetuating a lie as truth. I’m sure it wouldn’t be the first time.
As marketers, we are the storytellers of our brands and of our products. We work to motivate the emotions of our audience to want to buy something while simultaneously providing sensical information to justify the purchase. Today, we have more data at our fingertips than we have ever had. We know how many impressions our ads have had, how many people clicked, how many people went to this page we wanted, how many people started to fill out a form, how many actually submitted the form, and on and on and on.
All this data, in more cases than not, becomes marketing metrics that manipulate you. It drives a great game of marketing-musical-chairs where we make changes to what we believe to be a problematic area of our campaign simply because of what some statistic shows. And make no mistake, this is when statistics truly become the damndest of lies. We become a moth so fixated on the flame of statistics that we completely forget what we are really there to accomplish.
In your digital marketing and sales efforts here are some of the metrics that do matter:
- Are your marketing messages getting in front of the right or wrong eyes?
- Are those messages motivating the desired action?
- Is your web approach helping or hindering conversions?
While our Digital Demand Capture service is primarily focused on providing sales-ready leads and opportunities, a wonderful side-effect is that our tools and direct conversations with people that are responding to your marketing efforts provides insights into these important metrics.
In the example below, we show a dashboard chart that shows the results of a specific campaign at bringing in different types of buyers and personas at different buying stages.
Clicking into any of these segments provides details about the underlying visitors/buyers including the actual conversation that exposes key information about the person’s situation, motivations, concerns and their interaction with your marketing and web content.