As marketers, we look most often at the analytics that tell us if we are connecting enough. Let’s go beyond reach and frequency, and discover a few underutilized metrics that provide a true indication of how well you are connecting (and if you are connecting) with your most valuable targets. Content warning: there will be some math involved.
There are more opportunities than ever to reach customers, but acting on those opportunities has become much more complicated. We’ve compiled the shortlist of the five most common mistakes challenger brands make in navigating this complexity.