Peter Minnium says, ““We optimize against over 1,000 variables,” boasted the ad tech CEO just before drinks were served at yet another digital media summit. This was the grandest of many “bigger is better” assertions that were peppered into content throughout the day. “50 attention measures,” “33 engagement metrics,” “517 data sources integrated” — the claims clattered from the stage like heavy rain on a tin roof.

Spoiled for choice

Don’t get me wrong. I love data as much as the next digital media and advertising guy, but I am growing increasingly wary of the information arms race.

The proliferation of options takes us farther away from landing on digital metrics that matter. It certainly adds complexity to an already confused market. It also provides the perfect impetus for laziness; why narrow your focus to a few choice metrics when you can hide behind an inglorious pile of stats?

I can understand why many people adopt the “bigger is better” mindset. And if you measure everything, there is bound to be at least one metric that glamorizes your campaign’s performance. A shotgun approach more often hits its target, doesn’t it?”.

Keep it simple: 10 digital brand metrics that matter

Marketing Land

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