Categories of Objectives
It is important to keep clear the relationship between metrics and a company’s goals,
which range from resultant business objectives to tactical campaign objectives.
which range from resultant business objectives to tactical campaign objectives.
| BUSINESS OBJECTIVES | |||||
|---|---|---|---|---|---|
| Revenue | Volume | Profit | |||
| Grow the amount of money the business brings in | Increase the units sold, number of leads or capacity of the business | Grow the amount of money the business has after costs | |||
| MARKETING OBJECTIVES | |||||
| Stimulate demand | Build awareness | Influence consideration | Improve sales experience | Reposition the brand | Grow loyalty | |||||
| MEDIA OBJECTIVES | |||||
| Reach & frequency | Engagement | Conversions | |||||
| CAMPAIGN OBJECTIVES | |||||
| Site visits / clicks | Views | View-through rate | Click through rate | Cost per point | Cost per click | |||||