NOW is the time to rethink the landscape of marketing metrics. Reset your focus and discover that the realm of performance measurement can be extended far beyond the time-honored impression. Rebuild your metrics system using more measurable and tangible currencies that are relevant to your company’s bottom line. Where does your business place value? Instead of simply focusing on the number of people who are exposed to a message, concentrate on currencies more pertinent to your business such as DOLLARS earned, new customers acquired, data points collected, and qualified leads generated.

The key to success is to prioritize your currencies and target them accordingly. One of our leading sporting goods retailers was able to increase sales by identifying and targeting their top currency: on-site transactions. After activating some of our innovative strategies for this company, such as hosting an on-site, experiential “try then buy” campaign, MME was able to assist our client in generating over three million dollars in same day sales!

Start realigning your marketing strategies in accordance with this new system. Set performance goals based on these newly prioritized currencies and begin embedding your messages and triggers into tactics and strategies that will help your brand succeed.

What is your number one currency for your business? How do you measure this currency?