The six metrics you should be watching, not just for their absolute value or monthly change, but for the story they may be telling you about your brand at a deeper level.
We all track page views, unique visitors, followers, and fan counts. We obsess over click-through rates, bounce rates, cart abandonment rates, and load times. And we should. These are key metrics that serve as proxies for brand health and can aid or impede business growth.
But there are other metrics you should be watching - not just for their absolute value or monthly change, but for the story they may be telling you about your brand at a deeper level. I could list a hundred, but today I'll start with six currently holding my attention.
These are just a handful from a list of hundreds. What are your key metrics? Tweet them to me @kristinkovner for inclusion in a future column.
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Kristin Kovner is a digital marketing, technology, and media industry veteran. Her firm, K-SQUARED STRATEGIES, helps high-growth media and tech companies develop and execute best-in-class marketing strategies. Prior to opening her own consultancy, Kristin served as the Vice President of Marketing Strategy at AOL, where she managed the AOL and AOL Advertising brands and set and executed the go-to-market strategy for AOL's owned and operated websites, including AOL.com, Moviefone, MapQuest, Engadget, and The Huffington Post.
Prior to joining AOL, Kristin served as the Head of Industry Marketing for YouTube and held various roles on Google's marketing team. Kristin has also worked as a journalist for Newsweek and SmartMoney, The Wall Street Journal's magazine, and as an economic consultant at Bates White LLC.
Kristin graduated Phi Beta Kappa and Magna Cum Laude from Yale College and currently lives in New York City.
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Wednesday, July 23, 2014