How Retailers Can Leverage Vanity Metrics vs. Actionable Metrics
Counting page views is faster than analyzing customer paths, but which do you think is more fruitful? Actionable metrics lead to, well, action. Lift the hood in Google Analytics. With a little extra effort, you'll be surprised at how much you can do.
How to Tell if Metrics Are Actionable
If numbers make your head hurt, you may want to believe that all data is equally valuable. However, some data is more actionable than others. It's important to spend your time on the numbers that will pay off the most. For example, only one-third of marketers track return on investment, and that might be the most important metric of all!
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Chris Lucas is the VP of Marketing at Indianapolis, IN-based Formstack, a robust platform that helps users of all industries better engage with their customers and manage data.
