There are a lot of numbers and stats and percentages when trying to measure media. How do you know which ones are important? Dave and Oliver discuss media analytics and talk about the types of dashboards they have seen through the years and which are effective and which are not.
It’s tempting when trying to measure your media and glean info on its performance to grab every single number you can find and throw it in an excel sheet with pivot tables and graphs. But doing this can ultimately cause more confusion. The most important part of measurement happens long before the numbers and stats and percentages. It happens before the media is even run. Establishing Goals and KPIs. Key Performance Indicators help you know which numbers are important and how they affect your progress toward your goals.
Dave’s analogy for this is a good one: Suppose you want to buy a table. You don’t go to the store and start measuring all the tables and write all that data down. You first look at your room and figure out what size table you need. Only then do you go shopping for a table the fits your KPIs – which in this case represents the ideal table size for your room.