Clicks and impressions do not solve business problems. Simply expending the time and effort to design, launch and execute a campaign and reporting the effective success rate against a net return on investment doesn’t push the business forward.

In fact, basing campaign success purely on ROI — positive or not — is insane.

In the short term, ROI metrics might help you find incremental growth for unit volume sales, event awareness or a data point for a particular audience. But ROI-based experiments impacting the forward progress for the brand? Hardly.

Read the full article over on | Your KPIs Are Wrong: Why Trajectory Matters More Than Results