As the marketing environment continues to evolve, it’s important to remember that vanity metrics such as likes and followers only scratch the surface of a campaign’s effectiveness. In order to accurately determine the effectiveness of your marketing efforts, you must first make sure you’re measuring the right things.

Take a step back and ask yourself, “What is the objective? What does success look like? Which tactics produce the best outcomes?” The answers to these questions will help you identify your key performance indicators, and develop a strategy that will yield desired results.

Learn more by viewing the following presentation, first presented by Vice President Ryan Cohn at the 2015 Annual Chamber Conference MEGA Marketing Workshop: