Marketing has faced an existential question for years. Traditionally, marketing was relegated to the creative art of persuasion in what is now referred to as “The Mad Men Approach.” But overtime, companies started to lose confidence in their marketing teams’ ability to justify their expenses. With the rise and pervasiveness of digital technology, marketers began to justify their actions using digital metrics. In 2019, marketing managers find themselves drowning in a sea of metrics and the industry as a whole can’t agree on which ones matter. 

On this episode, we’re speaking Offer Mintz, Senior Lecturer of Marketing at UTS, about which marketing metrics are most widely used by marketing managers around the world.  

Further Reading:

• For more information on Ofer’s work, visit the UTS website
• You can read Ofer’s global study of marketing metrics here.
• How Target Found Out A Teen Girl Was Pregnant Before Her Father Did (Forbes)
• Check out this segment on ABC’s The Checkout on data mining

Music: Mark Anson, Amaranth Cove, Gabriel Lucas, So Vea and From Now On (Epidemic Sound) Mad Men theme by RJD2

Photo: Web Hosting SHR (Unsplash)