One of the key things my clients almost always ask me is what to measure? How do you make sure you get the right picture, or what we in industry-speak call 'Key Performance Indicators' (KPIs). And it's such an important question.
It's important to note though that what KPIs you focus on depends entirely on your specific business. No business should measure the same things. It all depends what you do as a brand, what products you make, your business and pricing models, where your income is coming from (direct, indirect, advertising), your distribution networks and so forth. And each approach has a different set of KPIs.