You’re driving. You need to know what speed you’re traveling at, how many miles you’ve traveled, how much gas remains in the tank, and what temperature your engine is running at.
Now imagine how much it’d slow you down to go to four separate places to get that information. You’d have to stop and restart your journey each time you check one of those numbers.
Sounds ridiculous, right? That’s why your car’s equipped with a dashboard, and why automakers keep updating dashboards to make them into more powerful tools that deliver more information at a glance.
This now concludes our metaphor.
Now, let’s get to the point: Marketers need dashboards, too, else they burn time in pursuit of the numbers they need. And that’s no way to optimize your mileage (well hello again, metaphor).
Seriously, though, serious digital marketers are masters of measurement:
- The good ones simplify decision-making processes by examining marketing metrics.
- The better ones simplify the examination process by establishing a manageable set of key performance indicators (KPIs) to review regularly.
- The best ones simplify their KPI review process by consolidating their analytics sources in one place.
I call this phenomenon “KPIQ.”
Seeing as how I’ve been doing digital marketing since it got its start, I feel qualified to make up my own terms now and then. So I ask you to indulge me as I present…