Explaining Lead versus Lag Measures to Your Boss

Parents of school-aged children are experts in understanding lead versus lag measures. The ultimate lag measure is the report card. Straight “A”s indicate academic success. Yet, what if the grades are less than stellar? Little can be done to rectify them once a report card has been issued. The only recourse is doing better next time. Of course, there are many lead measures that can significantly impact a child’s report card, and these are often

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Are You Not Tracking Conversions and Desired Outcomes?

Digital marketing is a multi-faceted, vitally important part of an overall marketing strategy. In fact, it’s just as much about data analysis as it is about strategy development and implementation. Yet, too often, marketing directors fall into the trap of focusing all their attention on creating and managing digital campaigns and neglecting the necessary task of tracking conversions. A website, as well as other digital marketing channels, must be carefully managed and monitored to ensure their ongoing success. And, decisions should be made on accurate data and not on hunches and guesswork.