Fishburne’s take: As WPP CEO Sir Martin Sorrell put it, “The referee and player cannot be the same person.” The issue brings to light a broader issue. Frequently in digital marketing, the referee and player are the same person. Marketers have no shortage of metrics on their dashboards, but they are still often flying blind. Marketing visibility can be simultaneously clear and opaque. To paraphrase Coleridge, the state of marketing is “metrics, metrics everywhere, and not sure what to think.”
Why we care: KPIs and higher company goals come first. Work back from those to determine which metrics will “move the needle” and yield the results your team has targeted.
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