Six out of 10 marketing leaders struggle to demonstrate the impact of their marketing investments because they are measuring the wrong metrics – according to specialist performance marketing agency Door4, which is hosting a free event for businesses operating in the home and garden sector to underscore the importance of shifting marketing measurement towards metrics that directly correlate with business success, such as ROI, lead quality, and customer engagement over time.
The agency also states that 40% admit that the issue arises because they tend to focus on "vanity metrics" such as social media likes, impressions or website traffic instead of revenue, customer retention, or lead quality, and prioritise metrics that are easier to collect, versus ones that reflect true impact on sales and customer behaviour.
Leon Calverley, director and founder of Door4, explains: “It’s shocking how many companies, including those operating in the home and garden sector, measure the wrong marketing success indicators. These report findings come against a backdrop of decreased sales in the sector and forecasts warning that reduced consumer spending on products for the home is set to continue for some time.
“Our extensive research has shown that many businesses track what is easy rather than what is meaningful, often due to the lack of clear business objectives or poor alignment between marketing and sales teams – metrics such as likes, shares, and impressions often provide a false sense of success without linking to revenue, conversion, or customer acquisition costs, and there is a prevalent focus on immediate results rather than long-term metrics like brand equity, customer retention, or lifetime value.
“Our free upcoming in-person event, The Metrics That Matter for Home & Garden Marketing, aims to show marketers and senior business leaders how to simplify their metrics and focus on what will drive home and garden brands forward.
“With content tailored specifically for the home and garden sector, we want to stop business leaders feeling overwhelmed by conflicting data and start making decisions with confidence. We’re offering hands-on learning with interactive and practical activities and expert insights from the Door4 team, who have helped countless brands navigate the complex world of digital marketing and analytics.”
The Metrics That Matter for Home & Garden Marketing is the third in a series of quarterly events hosted by Door4 designed to give marketeers and business owners in the home and gardens sector insights to improve the ROI on their marketing campaigns. The event takes place on Thursday 3rd October (9am-noon) at Brockholes Nature Reserve, Preston. Breakfast is provided.
Click here for more information, or to register to attend.
Door4 event aims to demystify marketing metrics
