In this tutorial John Jantsch covers what you should measure when creating a marketing growth system. Learn to measure what matters. Use your growth optimization key to ensure what you're measuring is tied to your objectives. Start fast and iterate, using A/B testing. Refine the winners and cut the tactics that lost.
- One of the fundamental building blocks…of a system is measurement.…It's very difficult to decide if something's been…successful or not if you aren't measuring.…When it comes to a growth system,…there are many things you can measure,…but what you must measure is what matters.…And I know that sounds very simplistic,…but sometimes what matters is a little bit hard to find…and is a little bit hard to quantify.…There are a lot of things that you can measure…that are very easy, things like traffic and likes…and other statistics, but the key to making measurement…important in a system is that you tie the measurement…to the objective of that campaign or of that project.…
So we've identified what our business objectives are…or what our growth objectives are, maybe for any…one channel or one campaign, and so now we have to…figure out, what are the one or two or three,…at the most, things that we can measure,…that we know that if we're impacting those…we'll be meeting our objectives?…Now, it's really important in order to get some of these…
- What is a growth system?
- Testing new channels and tactics
- Measuring results
- Avoiding pitfalls
- Using best practices for B2B and B2C marketing