Eric Siu argues most marketers should stop trying to track every metric. With podcasts, billboards, social media, and blogs multiplying, exhaustive tracking is impossible for smaller teams. Focus on a few critical KPIs or OKRs instead of chasing every data point.
Should marketers try to track everything? So 10 years ago, people used to say all the time, what gets measured gets managed. And that's a business quote, but they used to apply to marketing because everything is going digital. We try to track as many things as possible. But now with so many different sources such as podcasts, billboards, social media channels, you have your blog, you have so many disparate sources that it's impossible to try to track every single little thing to the detail. That being said, if you're part of a larger company and you have a lot of resources, you can dedicate specialists to just track those numbers. But if you're part of a smaller organization, you should just try to track the key few. You can use the objectives and key results framework, or you can use KPIs, whatever you want to use. Just make sure that you're tracking the critical few and not trying to track everything for everything's sake.
