Marketable World Podcast
At Marketable, we understand that the best way to learn marketing isn't through textbooks. It's by engaging with people. Throughs, strategies, and career shifts, we share the voices that drive the industry forward. real experience
From boardrooms to startups, we share unfiltered journeys, celebrate wins, and learn from missteps through podcasts, features, and events.
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Marketable World Podcast
Metrics vs KPIs... Why you need to know the difference!!
Turning metrics into management tools requires context. Every KPI needs a clear target, a time window, and a benchmark, ideally including competitor or category comparisons.
Without a benchmark, teams can hit targets that are too easy or celebrate wins that lag the market. Add well paced out checkpoints to ensure mid-course corrections: weekly for fast-moving campaigns, monthly for brand objectives.
Have a process owner who can pull levers quickly: creative refresh, audience refinement, placement shifts, or channel mix.
Document the assumed link between the KPI and the business goal so you can test it with data and adjust when the reality differs from the plan.
Keep score competitively. Track how your KPIs compare to peers, completion rates, engagement quality, cost per completed view; so targets evolve with the market.
Begin with the item that drives the greatest business impact, instrument it well, and let your metrics explain the why behind the what.
When strategy leads and KPIs translate that strategy into accountable numbers, your metrics become a map, not a maze.
Finally, Guard against KPI inflation. When leaders label every metric as a KPI, teams chase conflicting goals and dilute focus. Instead, rank metrics by their proximity to revenue or strategic value.
Some questions i’ll recommend we ask:
Does this measurement reflect a choice we made in the strategy?
Can we move it directly with actions?
Will improving it create material impact?
If the answer is weak, demote it to a diagnostic layer.
Keep executive dashboards clean, with KPIs front and center and diagnostics one click away. This discipline speeds decision-making and makes performance reviews about learning, not defending noisy numbers.
Metrics versus KPIs. Why you need to know the difference. Over my years of leading marketing, right, I've seen teams use some terms interchangeably. Many terms. Directors and leaders are also on this table. One of such terms are metrics versus KPIs. And there are distinct differences between them. Metrics actually refers to the measurement of marketing activities, whereas KPIs, they measure the performance against a predetermined goal or strategy. In essence, metrics are how you track and report on KPIs. Let me break it down. Marketable World Podcast. KPIs, like we know it, key performance indicators or key performance indexes, right? They are measurable values that exhibit how effectively an organization achieves its strategic objectives or a campaign achieves its strategic objectives, depending on what you are measuring. Essentially, an effective KPI is an actionable metric that keeps your strategy on track. Teams that use KPIs to effectively manage, control, and achieve desired business targets. But what constitutes a good KPI? KPIs are only as effective if they help marketing teams measure and evaluate how their actionables or actions contribute to overall performance or goals. Organizations don't need to choose too many marketing KPIs to be successful, actually. The quality of each KPI is key, you know? Determine which metrics are most important to the organization, which are also very dynamic and measurable. I'll give an example. During the brand plan last year, we're doing what? Putting some metrics together. One metrics was potential rich, which is what we understand as sum of viewership, right? The KPI there is 2,000 video plays on YouTube for full-length play. That is a KPI. And that matrix could be how many shares and social comments. The KPI to that is 100 likes and 80 comments. No, stuff like that. Let's be careful what the matrix is and what the KPIs are. In conclusion, always begin with the item that drives the greatest business impact. And don't forget to measure your performance against your competitors. Save it, share it with someone who needs to what? Share it and catch you on the next one on Market Table.