‘Marketing Metrics: Can you have one number to rule them all?’ – ‘MarketingExperiments’ Blog

The latest ‘MarketingExperiments’ blog post is titled “Marketing Metrics: Can you have one number to rule them all?”.

Erin Fagin says, “One of the common questions I receive from Research Partners focuses on what metric they should use to track and evaluate tests. The tendency is often to want a single metric that defines the measure of success.

While it is important to gather consensus on which key performance indicators, or KPIs, will be used to evaluate tests early, there should never be a reliance solely on a single metric as the gatekeeper of success given your secondary metrics can provide just as much – if not more – insight into your visitors behavior”.

Marketing Metrics: Can you have one number to rule them all?