Unfortunately for marketers, the emergence of big data has coincided with even bigger questions (and sometimes, bigger problems) around what an optimal measurement model should look like:
- Which metrics are important to track?
- How do seemingly unimportant metrics like impressions translate into revenue?
- Which metrics are most important to the internal stakeholders of the company?
The abundance of data in the realm of digital marketing has enabled marketers to cherry-pick stats that support a specific case. In practice, marketers sometimes even convince themselves that because some metrics are moving in the right direction, they must be achieving business objectives… which leads to inevitable frustration when other company stakeholders see the situation differently.