What damage is caused by using bad metrics in digital marketing?
To improve the impact of digital marketing and undo the damage caused by using inadequate metrics, we must find a high-margin, transactional product to sell and market. Currently, a major issue with e-mail marketing is the optimisation around transactional metrics rather than emotional metrics. It’s important to point out that learning from digital marketing mistakes is not always easy or straightforward. I think it’s essential to exercise caution in this aspect and change our focus towards emotional engagement in order to obtain more effective results.