The difference between guessing and measuring
Do you know what's actually working in your marketing right now?
Not what channel's generating the most leads, or which campaign has the best ROAS. But what's truly driving your business growth?
It’s a tough question because most reports can’t answer it. It’s good at showing you what happened, just not why.
So we default to what we can see. Meta performance, Google conversions, email open rates. They're all useful, but they sit at the platform level, and that's not where growth actually happens.
Growth happens at the lever level: the message, the audience, the offer, the positioning and the experience someone gets once they land. If you can't point to which of those is shifting your results, you’re only guessing and not actually measuring anything.
It’s a conversation I’ve had with many people over the years. Without knowing where you are and where you need to get to, it’s impossible to know what success looks like.
Start with a defined business outcome and a baseline measurement, and you're already ahead of most people. From there, you need to see how the whole system connects, not just the platform in front of you.
Which brings me back to my initial question. If you can't explain what's actually working in one sentence, chances are you’re just hoping to scale.
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This is taken from the weekly email written by one of our directors, Roberto Boi. Every Thursday he shares observations, ideas and perspectives from the work we’re doing day to day at Dilate. If you’d like to get it delivered straight to your inbox, you can sign up here.
