16 Marketing Metrics Masters to Follow

February 22, 2016

“If you aim at nothing, you will hit it every time.” – Zig Ziglar

Let’s face it, marketers: We are constantly searching for the tool that will, if not fix everything, at least give us that extra edge on the competition. If we just had the perfect marketing stack, the right amplification network, or transcendent lead nurturing software, all our troubles would be over.

All of these tools are valuable, of course. We couldn’t survive without some of them, let alone thrive. But too often we put our tools to use in the service of vaguely defined goals and poorly-understood metrics. We pick out a perfect baseball bat, then step up to the plate blindfolded.

Metrics and analytics are vital for successful marketing, for two reasons:

  1. They enable us to prove ROI to the people who control the budget
  2. They empower us to continually improve our outcomes

When we fail to identify the right metrics, or fail to analyze them in a meaningful way, we’re far more likely to strike out. If you have been swinging blind with your marketing efforts, these 16 thought leaders can help you approach the plate with total confidence.

16 Marketing Metrics Thought Leaders to Follow:

1. Andy Crestodina, Co-Founder/Strategic Director, Orbit Media Studios

Sample Article: Ask the Expert: Andy Crestodina on the Crucial Metrics of Full Funnel Marketing

Follow on Twitter: @crestodina

2. Nick Panayi, Head of Digital Marketing & Global Brand, CSC

Sample Article: How to Be a Marketing Metrics Hard@ss

Follow on Twitter: @nickpanayi

3. Pawan Deshpande, Founder & CEO, Curata

Sample Article: Metrics Made Easy: 8 Easy-to-Use Categories and a Dozen Tools

Follow on Twitter: @tweetsfrompawan

4. Meagen Eisenberg, Chief Marketing Officer, MongoDB

Sample Article: Ask the Expert: Meagen Eisenberg on Using Data to Improve Sales and Marketing Alignment

Follow on Twitter: @meisenberg

5. Justin Gray, CEO, LeadMD

Sample Content: Lead MD – Content Metrics


Follow on Twitter: @Jgraymatter

6. Matt Heinz, President, Heinz Marketing Inc

Sample Article: Why Web Traffic Is a Vanity Metric

Follow on Twitter: @heinzmarketing

7. Jon Miller, CEO & Co-Founder, Engagio

Sample Article: The Big 5 Metrics for Account-Based Marketing

Follow on Twitter: @jonmiller

8. Scott Brinker, Co-Founder & CEO, ion interactive

Sample Content: Hacking Marketing

Follow on Twitter: @chiefmartec

9. Douglas Karr, Co-Founder & Chief Marketing Officer, CircuPress

Sample Article: 5 Google Analytics Features to Improve Site Metrics

Follow on Twitter: @douglaskarr

10. Avinash Kaushik, Digital Marketing Evangelist, Google

Sample Article: Rock Analytics More: Obsess about Goals and Goal Values!

Follow on Twitter: @avinash

11. Neil Patel, Co-Founder, Crazy Egg & Hello Bar

Sample Article: Quantify Your Results: The 14 Most Important SEO Metrics

Follow on Twitter: @neilpatel

12. Jascha Kaykas-Wolff, Chief Marketing Officer, Mozilla

Sample Content: Marketing and Sales Alignment with Jascha Kaykas-Wolff

Follow on Twitter: @kaykas

13. Katie Paine, Senior Consultant, Paine Publishing

Sample Article: Why Targeting Your Measurement Is More Important than Impressions and Reach Combined

Follow on Twitter: @queenofmetrics

14. Chris Penn, Vice President of Marketing Technology, SHIFT Communications

Sample Article: When Marketing Metrics Disconnect from Goals

Follow on Twitter: @cspenn

15. Adam Singer, Analytics Advocate, Google

Sample Article: 4 Steps to Measuring what Matters Most

Follow on Twitter: @AdamSinger

16. Brian Solis, Principal Analyst, Altimeter Group

Sample Article: The 10 Commandments of Content Marketing

Follow on Twitter: @briansolis

Marketing is becoming an increasingly technical profession. We have more ability than ever before to collect data and use it to inform our approach. So don’t step into the batter’s box with blinders on: Let these metrics masters show you how to improve your marketing stats.

For more hard-hitting advice on marketing measurement, download our eBook, The Sophisticated Marketer’s Crash Course in Metrics & Analytics.

Photo: Jeff Akerman