Commentary

Vanity metrics. Just for show?

Vanity metrics for email marketing-- what’s the value?

Some digital marketers consider metrics such as registered users, downloads, and raw pageviews "vanity" metrics. Speaking MediaPost’s Email Marketing Summit, Chris Marriott, vp of services/principal consultant of The Revelancy Group asks a panel of executives whether they consider vanity metrics.

Florence Ho, senior director of International marketing/loyalty of Wyndham Worldwide, says her company only looks standard metrics, such as direct revenue through email, engagement, clicks, and open rates.

Nancy Shaver, consulting principal of Experian Marketing Services, says: “What tends to clear out the noise is looking at what metrics aligns with the companies." Specifically, it can be executives bonuses tied specific results.
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