Background
What is the right marketing metric to use? So many clients are asking this question.
Traditional metrics, like brand consideration, seem blunt tools. Obviously marketing activity does impact on them, but so does other activity like using/consuming the brand or news stories involving the brand. These are aspects of brand experience that most marketing departments have little influence over.
Not only is the water muddied with experiences other than marketing impacting on brand consideration, but metrics like brand consideration don't change as soon as new marketing activity is launched, they lag behind.
What marketing teams need today are metrics...