Get in touch

+44 (0) 28 9099 2882
deeper@fathom.pro

Fathom

Don’t let metrics get the better of you

Don’t let metrics get the better of you

Over the past few decades our ability to measure and quantify marketing activity has transformed beyond measure. Dashboards, real–time data and analytics reign supreme in results–driven marketing. However, whilst this data can be impressive and insightful – we must be mindful of falling down a rabbit hole of results which obscures the big picture view of a customer’s journey. We must take into account the role brand, reputation and above the line marketing plays in pushing customers through the sales funnel.

In the article we unpack this issue and explore:

  • The various touchpoints a customer will encounter on their buying journey
  • The micromanagement of online sales measurements and potential pitfalls
  • Why we must take a balanced view of the role that both brand and hard data plays

Read, Brand hasn’t gone away you know, first published by Gareth Dunlop 10.05.2011

By Suzie McAneney

Associate – Content Marketing

Suzie has been using words to inform, inspire and persuade for over a decade.

Read more about Suzie

View more insights by Suzie

Like to read more of our insights regularly?

Receive our monthly insights newsletter straight to your inbox.

To prove you’re a human please rewrite the following into the box below.
3473ztff

Latest from the blog

Our latest views and ideas

Our Cookie Policy

Find out more I accept

Like most websites, ours uses cookies to make sure you receive the best experience possible. These cookies are safe and secure and do not store any sensitive information. To continue, please accept the use of cookies.