Measuring Campaign Results: Short-Term or Long-Term Measurement?
Fast-forward to 2009, where we live in an analytics-obsessed marketing culture. We measure everything, and we measure everything in real time. Marketers tailor their analytics toward campaigns because they're responsible for proving their campaigns work.
When you step back and measure marketing effectiveness over time instead of at a campaign level, you obtain different results. When you choose to use a different set of metrics, you obtain a different ROI.
We're training an entire generation of analysts to give a disproportionate amount of focus to short-term results. By doing so, we optimize our world around short-term results. And by optimizing our world around short-term results, we demand that our customers convert now. We'll do anything we have to do to get a customer to convert now.
When measuring ROI over time, you sometimes observe a different result. You can learn that your metrics aren't telling you the truth.