A marketing campaign can get likes and still lose money.
An event can look crowded and still produce weak sales.
A post can get comments from the same 40 people every week and still fail to reach a new customer.
Business owners need a few simple numbers.
- What did the campaign cost?
- How many people did it reach?
- How many responded?
- How many became leads?
- How many became customers?
- What was the average sale?
- Did those customers return?
You do not need a Ph.D. in analytics.
You need enough information to answer one question:
Did this activity create more value than it consumed?
That is the difference between marketing as a business function and marketing as decoration.