Gurpinder Singh from Indegene who has an industry-wide view says, "some measurement metrics may be more crucial than others, depending on the marketing goals. What constitutes a successful digital campaign for your brand can be revealed by narrowing your reporting to include the most relevant KPIs. We are all aware that customer journeys are no longer linear. It's more like a maze, so the measurement methods can't be rigid or fixed and certainly can't just be the input or output metrics. Instead, marketers must focus on customer metrics to see if the campaign is relevant and delivering value."
First published in MedicinMan on 2nd December 2022