‘How a Blank, 4-Minute Video Got 100,000 Views’ – HubSpot
Neil James says, “In an advertising agency, having a good idea isn’t enough. You also have to demonstrate that your thinking caused your client’s cash register to ring.
Proving your ads actually rang the register, however, has historically been a difficult exercise — one requiring deep expertise in research, statistics, and business analysis.
Unfortunately, in lieu of doing the necessary measurement work, lots of marketers are taking the easy way out by relying on “vanity” metrics. This laziness is particularly evident in the digital space where over-simplified, easily digestible numbers (like YouTube view counts) have essentially become a metric of success. But the truth is those vanity metrics don’t really mean anything“.
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