Measure what matters

  •   Doug Logan

By Doug Logan

My grandpa always said "Measure twice, cut once" and even to this day, he's still right.

That's such a great saying but how is it still relevant you ask? Let me start out by saying that we have some really, really smart people (and dogs) that work here at Inovāt. But the smartest people in the world can still be wrong every once in awhile. 

Every project we work on, from the smallest banner ad to the largest e-commerce site, starts out with a strategy. That strategy is based on in-depth competitor, audience, and brand research, as well as input from the client, and of course the expertise of our team. The strategy informs every decision we make throughout the process and it also gives important goals to measure the performance of the project against. 

Click-through-rates, time on page, unique visitors and the list goes on. With so many things we can track, how do we know what it is important?

The important metrics are the ones that we can tie back directly to a client's goals. Some goals are easy to track, like an increase in ledes or sales. Other's are not as easy to track and might involve other aspects of a client's business such as the effect a new website might have on their call center. A good example of this is when we launch a new website and the number of customers calling in to place orders over the phone decreases while the number of online purchases increase. 

This is great for digital, but what about more traditional mediums like print? First, let's get one thing straight: print is not dead. In fact, in a lot of ways it is thriving. With the low-barriers and immediacies of this new digital age, there is something timeless and cherished about a well executed print piece. Some audiences expect it, especially affluent consumers who are searching for the latest luxuries. 

But how do we track the effectiveness of print? The answer is pretty obvious. Use print to drive your audience online where you can track them better. You can do this in a variety of ways from sending them to trackable urls, driving them to Facebook, or prompting them to tweet using a custom hashtag.

Whatever you are trying to track, the important thing to remember is it's less about the metric and sometimes even less about the number. At the end of the day what we need to measure is the effect we are having on a client's goals and ultimately, their business. 

I will leave you with an example from my personal life, in the last six months I have lost a good deal of weight. While the exact number of pounds may be important to some (and yes its important to me) the more important thing is the way I feel about myself and the extra energy I have to spend with my kid (or acting like a kid). 


Header image by Thor