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Reminder to not get caught up in the metrics and analytics game

While analytics are good for us to review performance on our digital campaigns, it’s easy to find yourself spending a huge amount of time daily looking at the performance of your campaigns and just worried about the reach, unique visitors, traffic etc which can drive every marketer crazy. The marketing streets are filled with people that say they can hack growth or that they are the best in analytics or even coining the term digital guru.

Although this might have some form of data backing the assertion, this is a sure fire way for a brand to lose it’s spark and appeal. We are marketers and as a result brand story tellers first. I said to a colleague this week that if you are telling an authentic brand story, providing the right product, at the right price to the right target audience then you actually do not have to worry too much on the metrics – they will always be in your Favour.

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