For Marketing manager
Measurable marketing: the indicators that drive decisions
Measurable marketing is a way of running marketing in which every activity has an indicator that drives a decision: which channel to fund, which step of the customer journey to fix, what the brand is worth. The marketing manager reports to leadership with numbers linked to revenue, readable by decision makers and comparable over time.
The next step: Strategic Upskilling Training
The topic map
What to read, and why
Which numbers should drive a decision?
- Lost in Translation: Transforming Corporate-Centric Views into Customer-Centric Solutions with Digital Marketing Strategy
From a company-centred view to a customer-centred one: interdisciplinary teams and real-time analytics that tell you what to change.
Where do customers drop off along the journey?
- Think like your customer. Use Buyer Personas to boost your digital marketing strategy
How to build a buyer persona from digital data, and the design mistake that makes it describe the company instead of the customer.
- The Consumer in the AI Era: Beyond Hyper-Personalization – The Strategic Guide for Heads of Marketing
How the consumer of the AI era redefines trust and the customer journey, and five actions for the Head of Marketing.
Is the team ready for what comes next?
- AI Marketing Trends 2025: Is your team ready for the Digital Citizen? 5 questions to find out
The changes AI brings to marketing, with five quick questions to assess how ready the team is.
A case
Strategic Upskilling Training: the case study
From the objectives achieved in the case studies, published on the service page as changes only and never as client values: +39.2% content published by the network about the brand, with no additional budget, and +18% half-year reorders from the trained stores. The full case can be downloaded from the service page.
The next step
Readers who got this far know which numbers matter; the next step is a team that can choose and read them on its own. Strategic Upskilling Training works on the company's real cases, on the job: the marketing department learns while producing, and the method stays in the company.
Frequently asked questions
How do you tell a KPI from a vanity metric?
A KPI drives a decision: if it changes, someone does something different. A vanity metric (a number that grows and feels good but moves no choice) can be removed from the dashboard and no decision changes. The test is to ask, for every number, who uses it and to decide what.
Can brand value be measured like a campaign?
It is measured over longer periods and with different indicators: willingness to pay a higher price, repurchase, the cost of acquiring a new customer. Read next to campaign figures, they show whether the brand makes selling easier or whether every sale has to be bought again from scratch.