MARKETING & PERFORMANCE BLOG
Grab a coffee, take a seat, maybe listen to some music and relax by reading our blog.
We want to share our minds and know-how with you and the whole world!

Data driven marketing and the streetlight effect

marketing and the streetlight effect

Funny cartoons like this has been around for a long time and we have all enjoyed them. The poor man is looking for his wallet in the wrong place, since it is too dark to look where it actually is. We are smiling and laughing with the poor man – and then doing the same mistake ourselves!

In marketing for example, most companies want to understand the business outcome of the marketing activities. And it is very common to use metrics like website hits or likes on Facebook, just because they are simple the measure. They are under the streetlight, just like the poor man in the cartoon.

Since the objective is to understand the business value, here at Musqot we recommend our customers to use metrics and KPI’s that indicates just that. For example sales revenue, number of leads or pipeline value. These metrics that clearly indicates the marketing ROI can often be found in the CRM system, which is typically being used by sales teams rather than marketing teams. But to find what we are looking for, we need to move away from the streetlight and start looking where the wallet really is.

marketing and the streetlight effect

 

Comments (4)

  • Terrific post however , I was wanting to know if you could write a litte more on this subject? I’d be very grateful if you could elaborate a little bit further. Many thanks!

    • Thank you – glad that you like it!
      This is a very interesting topic, with so many aspects. We are actually writing a white paper on this, please let me come back when it is finalized.

  • Attractive section of content. I just stumbled upon your website and in accession capital to assert that I acquire actually enjoyed account your blog posts. Anyway I will be subscribing to your augment and even I achievement you access consistently fast.

Leave a Reply

Your email address will not be published. Required fields are marked *

HQ Location

Sankt Göransgatan 159
112 17 Stockholm
Sweden
+46-8-519 704 12
info@musqot.com

Dev / Support Location

131 SRIKRUPA - 1st Floor
10th Cross - Stage 1 Indiranagar
Bangalore -560038
India

Follow Us!

Copyright © 2017 Musqot Marketing Technology | Privacy and Cookie Policy

Musqot Privacy and Cookie Policy

We take your privacy seriously and will only use your personal information gathered e.g. through our web-site, e-mail, phone calls or meetings to administer your account with us, and to reach out with information or promotional material. We will also use it to be able to analyze wants and needs including web- and IP-analytics and tracking to provide as relevant information as possible. We aim to keep all such information as non-intrusive as is reasonably possible, and will provide you the option to decline the information at any time, or to be deleted. We will keep your data safe-guarded in our servers located within the EU to comply with GDPR, and we will keep them for as long as we believe we have relevant services availale for you, unless you choose to not further receive it. At all times, you will be able to see what data we have about you, and we will only share the information with members of staff or 3rd parties who are directly involved with our services and they will not be able to use your data for their own purposes.