In the midst of outlining strategy for a new marketing campaign and summarizing the metrics I need to track on said campaign, I happened across an interesting article on adage.com, “The Case for Less Data and More Vision.” Near the end of the article, the author, Jonathan Salem Baskin writes,

We need to stop embracing the latest variable or dashboard VU meter and demand a better, bigger, more thoughtful perspective on how to measure the ways marketing outreach meshes with consumer needs and expectations.

His statement confirmed my direction on the true goals of my upcoming campaign – to capture relevant market data, giving me a clear picture of the challenges that my prospective clients are facing, creating a relationship with said prospects based on their terms and needs, and adding them as a new customer by selling them a direct marketing solution that works…well, for THEM.

We too often get caught up in tracking numbers – hits, clicks, usage – and forget the main reason we are in business: to truly understand the client and customer challenges, needs and business goals by asking key questions; thereby increasing sales.

Imagine if you had data on an individual, not just a name and address, but what they are challenged with in their businesses (for BtoB). Your direct mail and email campaigns would take on a new light. They’d be personalized and relevant.

Ultimately, we should all develop better technologies, products and services that meet those relevant needs and see an increase in repeat sales — a metric worth tracking.