{"id":4269475,"date":"2022-03-30T02:42:00","date_gmt":"2022-03-30T00:42:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/you-cant-improve-what-you-cant-measure\/"},"modified":"2025-12-08T13:41:36","modified_gmt":"2025-12-08T11:41:36","slug":"you-cant-improve-what-you-cant-measure","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-au\/insight\/you-cant-improve-what-you-cant-measure\/","title":{"rendered":"You can’t improve what you can’t measure"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tYou can’t improve what you can’t measure\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tSavitha Namuduri\t\t
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\n\t\t\t\t\t30 March 2022\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\n\t\tHow to use data and analytics for integrated growth marketing\t<\/h2>\n\t\t\t\t\t
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\n\t\tIf you\u2019ve been following our thoughts over the last year, you\u2019ve heard that the traditional marketing funnel has changed completely<\/a>. Change has become the norm, forcing today\u2019s brands to constantly adapt to meet evolving customer needs. To effectively generate demand for products and services, brands need to target \u2018new to brand\u2019 and \u2018new to category\u2019 prospects. Oftentimes, these prospects don\u2019t have the kind of brand awareness and brand sentiment required to make the relationship profitable. Therefore, building demand for the brand and increasing market share requires thinking about your marketing \u201cfunnel\u201d differently.

Our 2021 Growth Marketing Report<\/a> demonstrates a need to shift from performance marketing to integrated growth marketing. Typical performance marketing, bottom-funnel tactics like SEO<\/a>, PPC<\/a>, and paid social advertising<\/a> are targeted at short-term goals and, while important, can only get you so far. These activities are tracked by metrics such as return on ad spend (ROAS), ROI, conversions, and revenue. On the other hand, upper-funnel tactics are focused on generating increased awareness, demand, and leads.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t