How to Make Metrics Relevant for Creative Teams

As a marketing executive, you understand that metrics matter. When your creative teams work together on metric-oriented goals, you can serve your clients better, reduce mistakes and miscues, and maximize every dollar spent. Unfortunately, while you may love metrics, odds are your creative staff doesn't. At least, not yet. One reason creatives don't pay attention to company metrics is because they don't understand how they directly influence those results. Inherently, people want their work to carry significance, and they can become disheartened when a company's most important goals don't seem to correlate with the work they do each day. In the end, no one wants to feel like a member of the "B team." This is especially true for creatives, whose work is often forward-facing and publicly representative of a brand or company but disconnected from the bottom line. Part of making creative team members understand why metrics matter is helping them understand their role in achieving metrics-based goals. Follow these three tips to demonstrate how metrics are relevant to everyone in the company: Only focus on metrics that actually matter Whatever you do, do not make metrics the flavor of the month. Asking people to focus on a different metric each month is extremely demotivating. It teaches people to disregard current metrics because they're only 29 days away from a different one. Instead, identify two to four key metrics to regularly track as a core part of operational assessment. Don't bog anyone down with an overload of data that isn't important; just focus team efforts on metrics that matter and demonstrate their importance by offering incentives for achieving or exceeding these goals. Make it relevant If you want metrics to be a focus for [...]