Reflection on Metrics

This week has been very enlightening when it comes to learning about the various types of metrics because there is practically an infinite amount of metrics that can be used. The marketer must choose the right metrics to use, and to do this, “There is only one way: matching marketing objectives to marketing metrics” (Roberts & Zahay, 2013, p. 390). Some of the marketing metrics that can be used to measure the average of daily visits, the number of page views within each month, and to utilize the results from paid searches (Roberts & Zahay, 2013, p. 390). An example of pairing a marketing objective and a metric is as follows: The marketer may want to increase the number of emails, so the marketer would want to use the metric of measuring the number of visitors (Roberts & Zahay, 2013, p. 390).

With the internet and technology continually changing, the need for developing new sets of metrics that will be relevant to the evolving marketing channels is a must. In the textbook Internet Marketing: Integrating online and offline strategies (3^rd ed.). There is a discussion of the marketing priorities of a pizza place. The restaurant’s marketing priorities were to focus on analysis instead of data collection, improve customer service, and improve the management of promotion. As I continued to read about the restaurant and the metrics that were used, such as measuring the average promises made to deliver within a specific time but delivering in less than that time, the restaurant was able to adjust their delivery promise to reflect reality (Roberts & Zahay, 2013). In addition, Roberts & Zahay (2013) also discuss how the restaurant monitored social media sites using an integrated metrics solution and how the pizza company planned on introducing mobile apps and promotions that partnered with other companies such as Groupon. Roberts & Zahay (2013) also discussed how the use of data from a single metrics provider would be used to measure the effectiveness of all channels. The question of whether the metrics used truly captured the needed results to achieve tactical and strategic goals have been asked. In my opinion, the restaurant’s use of metrics did obtain the necessary results.

References

Roberts, M. L. & Zahay, D. (2013). Internet marketing: Integrating online and offline strategies (3rd ed.). https://redshelf.com