Identify the Marketing Metrics That Actually Matter

The Internet of Things will collect and transmit unprecedented amounts of data. This poses a big problem for marketers, who can end up down a rabbit hole of fruitless information. Now, more than ever, marketers need to be measuring the right things. However, too many executives rely on metrics that look good in a report, but in reality don’t affect the organization’s goals.

Metrics, or key performance indicators (KPIs), should be set upfront, so that the marketing team knows what goals...

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