There are plenty of numbers in marketing, but figuring out which ones actually matter? That’s where most brands struggle.
It’s great to see more businesses focusing on measurement. But often, they get stuck tracking what’s easiest to measure instead of what truly drives growth. The result? Campaigns that look impressive in reports but don’t actually help the business move forward.
Chris Callaghan, Jaywing’s Head of Digital, digs into this in a recent piece for The Drum. He explains why good measurement isn’t about chasing every data point but about finding the metrics that genuinely reflect your business goals. It’s about knowing what success means for you and building your measurement around that, rather than settling for surface-level stats.
At Jaywing, data isn’t just something we add on; it’s the foundation for everything we do. From Marketing Mix Modelling that shows the real impact of your media spend, to our Attribution models that identify channel performance across the customer journey, we help clients focus on the numbers that really move the needle.
Take a look at Chris’s full article on The Drum: Good measurement is about knowing which numbers matter
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