Post by account_disabled on Feb 20, 2024 5:14:57 GMT -5
The competitive intel New Feature Moz Pro Surface actionable competitive intel Log in Save with MozCon Early Bird tickets. Prices go up on March Register now aaacea Will Critchlow By Will Critchlow February The Biggest Mistake Digital Marketers Ever Made Claiming to Measure Everything Advanced SEO SEO Analytics SEO Reporting The authors views are entirely their own excluding the unlikely event of hypnosis and may not always reflect the views of Moz. Digital marketing is measurable. Its probably the single most common claim everyone hears about digital and.
I cant count the number of times Ive seen conference speakers talk about it heck Greece Mobile Number List Ive even done it myself. I mean look at those offline dinosaurs the argument goes. They all know that half their spend is wasted they just dont know which half. Maybe the jokes on us digital marketers though who garnered only of global ad spend even in after years of strong growth. Unfortunately while we were geeking out about attribution models and crossdevice tracking we were accidentally triggering a common human cognitive bias that kept us anchored on small amounts leaving buckets of money on the table and fundamentally reducing our impact and access to the Csuite.
And whats worse is that we have convinced ourselves that its a critical part of what makes digital marketing great. The simplest way to see this is to realize that for most of us I very much doubt that if you removed all our measurement ability wed reduce our digital marketing investment to nothing. In truth of course were nowhere close to measuring all the benefits of most of the things we do. We certainly track the last clicks and were not bad at tracking any clicks on the path to conversion on the same device but we generally suck at capturing Anything that happens on a different device Brand awareness impacts that lead to much later improvements in conversion rate average order value or lifetime value Benefits of visibility.
I cant count the number of times Ive seen conference speakers talk about it heck Greece Mobile Number List Ive even done it myself. I mean look at those offline dinosaurs the argument goes. They all know that half their spend is wasted they just dont know which half. Maybe the jokes on us digital marketers though who garnered only of global ad spend even in after years of strong growth. Unfortunately while we were geeking out about attribution models and crossdevice tracking we were accidentally triggering a common human cognitive bias that kept us anchored on small amounts leaving buckets of money on the table and fundamentally reducing our impact and access to the Csuite.
And whats worse is that we have convinced ourselves that its a critical part of what makes digital marketing great. The simplest way to see this is to realize that for most of us I very much doubt that if you removed all our measurement ability wed reduce our digital marketing investment to nothing. In truth of course were nowhere close to measuring all the benefits of most of the things we do. We certainly track the last clicks and were not bad at tracking any clicks on the path to conversion on the same device but we generally suck at capturing Anything that happens on a different device Brand awareness impacts that lead to much later improvements in conversion rate average order value or lifetime value Benefits of visibility.