Measuring Marketing Outcomes that Matter

Why measuring what matters is the key to the success of your service

Authored by:

iClick2Learn Team

In this unit, we’re going to be talking about measuring. So these, of course, are data. Indicators of what you’re doing, is it working, is it not working, and where you’re retargeting. How has that improved what you’re doing? So measurements are really important, but the key thing here is that you’ve got to measure what matters. We could measure ’til the cows come home. There’s so much stuff we could measure. 

When you’re thinking about analytics, your website, obviously Google Analytics, they’re brilliant. That is the go-to analytics for websites. We have data that comes through our social media, Facebook pages, but what you’ve got to ask is, what actually matters? Do likes matter or do conversations matter? Or do what Facebook now call reactions matter? So where someone likes it, versus where they choose to love it. What actually matters? What are the analytics that matter to you, that tell you that you’re actually connecting and resonating with your audience, that you’re converting your audience? You’ve got to have some discussions around that. Analyse that data. Spot the weaknesses in what you’re delivering, in the marketing and issues that you’re delivering, and of course, the great thing is, if you can spot the weaknesses, that the whole point is about not replicating them. I

f that’s not going to work, well, let’s try something else, or let’s try it a different way. Let’s look at retargeting. But then you look at things that do work, and you look at how can we replicate that and duplicate that across the different mediums that we use. Remember, though, that this is predictive to a point. We might think, based on past history and based on what we know, we think this is going to fly. 

We think this is really going to get a lot of engagement, but then we post it, and it doesn’t, because, you know, things happen. You know, we get the latest trends and fads and people get distracted on Pokemon Pokemon tours around cities and whatever it might be, so it is predictive to a point. But the whole point is that, at least now, you’re making decisions based on data. You’re not making decisions just based on I think this is going to work.

Because ultimately, it’s all about creating an audience. We need more conversations happening about our organiation, we need more attendees at our events or in our services, which leads to more revenue and sustainability. Of course, for many, that’s going to be your ultimate goal. And that’s why it’s so important to measure what matters with metrics.

Here’s an example of some of the things that you could measure. Number of people that are sharing, the shares per, where it says advocate, per a friend. So if you’ve got 600 friends and you only have six shares, how many is that? If you’ve only got six people that consistently share things, that tells you stories, that data tells you information and stories about your marketing.

How many times do we get clicks through to your website when you’re providing that link to your website? What’s what we call a conversion rate? Is it quite high, is it low? These are examples of some metrics that you might like to use.

Related posts

Social Impact

Watch our two not-for-profit experts and learn what social impact is and how to identify the difference you make.
Read More →
Annual Communications Plan

How to Create an Annual Communications Plan [Course]

Learn how to create content that will engage and connect with your organisation’s community.
Read More →
How to create content without a budget

How to Create Content Without a Budget

Some of the questions I get about drafting an annual comms plan or drafting social media content creating social media content is well we actually, ...
Read More →
Why Focus On Marketing

Why Focus on Marketing

The biggest tip for using the 7 Ms of marketing in your organisation
Read More →
Maintain Your Marketing

Maintain your Marketing

How you can maintain your marketing momentum with this template
Read More →
Buyer Personas

Buyer Personas

How to target your messages so they connect with the right people
Read More →
Monitor Your Marketing

Monitoring Your Marketing Activities to Maximise Opportunities

Why monitoring your online activities will retarget your message
Read More →
Build Your Website

Build your Website

How your website draws people from social media to your home page
Read More →

Marketing Content Creation

Why you should design digital marketing content for each platform
Read More →
Marketing Engagement

Market Engagement

How to choose the mediums you use to engage with your markets
Read More →

Myth-busting Social Media Costs and Benefits

Social Media is fabulous - or is it? Delve into the myths and truths of social media.
Read More →
Digital Storytelling

Why you Need Digital Storytelling to get Your Marketing Message Heard

Why you need digital storytelling to get your marketing message heard
Read More →
Develop your marketing message

Develop your Marketing Messages

How to develop your message for campaigns targeting your personas
Read More →
How to develop meaning in your marketing messages

How to Develop Meaning in Your Marketing Messages

Why sharing the story of your community impact is important
Read More →
Stake Holder Communication Plan

Your Easy Stakeholder Communication Plan [Course]

If you don’t have a communication plan for your stakeholders you could lose funding; support and future opportunities.
Read More →
work from desk

The Ultimate Guide to Choosing a Web Designer [Course]

There are so many websites designers to choose from now, but how do you know if the web designer is delivering a quality site? This ...
Read More →
7 Ms of marketing

7 Steps to Marketing Your Organisation [Course]

Increase volunteers, secure more money and attract clients and partners to your community organisation
Read More →
error: This content is protected !!
Scroll to Top


What you have already seen is just a small sample! There are loads more videos, in-depth courses, and content included in our library membership to
develop your skills. Let us show you!

Get access to the full library