Marketers are desperate for a clear, comprehensive, and effective set of metrics and measurement systems for driving marketing performance.
According to Geoff Ramsey, CEO of eMarketer, “The right metrics and measurement framework will allow you to prove your worth in both the short-term and the long-term.”
A recent survey by Chief Marketer revealed that, of seven typical measurements, the metric most used by U.S. marketers to evaluate interactive performance is click-throughs. Ramsey suggested that while “click-through is the most commonly used metric by online advertisers…it is still relied on too heavily and in inappropriate ways. Click-through rate (CTR) should continue to be used as a diagnostic metric for direct response initiatives; however, it should not be used as a primary metric.”