Erin Fray

It's no secret that analytics—related to your revenue, website, customers and brand—should be a cornerstone of any marketing program. Tracking external metrics such as leads, traffic and conversion rate is pretty much a given. But what about internal metrics? In a Birkman International survey, only one-third of the companies surveyed said they measured employee productivity. If your external metrics dip, wouldn't it also be as important to measure how productive your marketing department is at executing the programs on which the company relies?

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