Throw away your old metrics! Start thinking about intention, progression and aversion
Social media, mobile devices and more accessible broadband have changed consumers’ buying habits and flipped the customer journey completely on its head. Twenty-five years ago a marketer could send a campaign and measure responses and conversions in a chronological pattern, but now customers have a plethora of platforms to choose between and can meander any which way they choose, so it’s very hard to shepherd them along a defined path.
However, marketers are still clinging to old, linear campaign metrics (sends, opens, clicks and transactions), which do not accurately measure the journey of the modern, platform-roaming consumer. The truth is that this linear mind-set is highly ineffective when it comes to measuring the success or failure of a non-linear customer journey.