Yeah, it’s a bit of a long headline, but when Later’s Performance Marketing Specialist, Alex Lewis, said this quote at the end of her Marketing Happy Hour podcast appearance, I knew it would be a great title.
So much of Performance Marketing comes down to running tests and seeing what is driving conversions and revenue. It’s different from Brand Marketing because Performance Marketing efforts are measured. That means you’re spending a bunch of time in Excel and PowerPoint to fine-tune your campaigns and programs. And there’s usually a lot of math involved with that.
There are many marketers who see themselves as both creative and analytical (I know I do), but there are certain people who just love to dig into the numbers and find insights that aren’t obvious.
If you’re interested in this, I’d recommend the podcast episode. At one point, Alex ran through what she thought were the key attributes of performance marketing.
Performance Marketing requires a lot of data to be able to see direction and trends. As Peter Drucker said, “If you can’t measure it, you can’t improve it.”
I believe in being data-informed rather than data-driven because data shouldn’t make decisions. You should take that data and glean insights to make future decisions.
That’s it for this year! Next week I’ll be back with an infographic that details what I learned by doing this newsletter for a year (even if I missed a handful of weeks here and there).
I hope you and yours have a great holiday season!
-Jim
