Too much data, not enough direction

Companies often collect endless graphs and charts, yet fail to connect numbers with real business goals. Without a clear objective, even metrics like a 3% click-through rate lack real meaning.

Vanity metrics vs. growth metrics

Page views, impressions and follower counts may look impressive but don’t prove growth. Insights come from tracking meaningful metrics such as Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), Conversion Rates and Return on Ad Spend (ROAS).

Outdated attribution hides the full journey

Last-click attribution gives all credit to a single action, ignoring the customer’s wider journey across ads, blogs and emails. This narrow focus blocks deeper insights into what truly drives sales.

The importance of context in reporting

Comparing results across different seasons without context leads to poor decisions. Insights only emerge when businesses account for timing, trends and external factors.

Misreading data conceals opportunities

Accurate data can still be misunderstood. Reviewing the full customer journey often reveals hidden contributions from marketing channels and uncovers new opportunities for growth.

Aligning marketing with finance

Reports should not live in silos. When marketing and finance share goals and tools, data transforms into a roadmap for action. Insights then shift from static numbers to powerful guidance for real business growth.

Source: BRANDCOM