Theorem’s Lisa Meyer fears being seduced by data – and missing the need for actual insight.
Last Fall, my colleague here at Theorem, Mary Beth Sousa, gave us all a timely reminder: Let’s Stop Focusing on Data and Get Back to the Message. Her concern: how the lure of big data is threatening to overwhelm teams with just too much of the ‘good stuff.’
Theorem’s senior engagement manager, Mary Beth Sousa, explains the best practices for capturing the right data and measuring success in your digital campaign.
Most marketers would agree that there are really only a few measures that matter: sales lift, new accounts, and if you’re a business-to-business company, customer engagement. But marketers are still measuring that broad range of traditional digital metrics like impressions, conversions, website visits, even downloads.