Marketing, to use a rough analogy, is like the engine of a train. We as marketers take coal (ideas) and burn through it, turning that coal into steam (content) which turns the wheels of our train (clients). The challenge we face is how to accurately "track" the extent of the value we produce.

With the introduction of the personal computer came the ability for any one person to have the power of analytics in their lap. This knowledge, measured by tools called "marketing metrics," can play a major part in improving client retention as well as lowering business costs. This may sound overwhelming, but the science of marketing metrics isn't necessarily complicated. By following these tips, you will be well on your way to picking the right metrics to set your company up for success!

1. Define the role of marketing in your company.
Identify what your marketing campaign is trying to achieve. Whether it be more customers, more social media interaction from followers, or even improved customer satisfaction. By honing in on an objective, you will have a better grasp of which metrics to utilize.

2. Develop a specific list of questions to aid in the selection of metrics.
It might sound a bit tedious, but compiling a list of questions to ask while evaluating which metrics to select will keep you very organized. Once the questions are laid out, organize them into the categories with which you wish to measure and you will have created a list of well-balanced and wide-ranging metrics candidates.

3. Select sales metrics.
By selecting metrics to focus on the return of investment (ROI), a company can determine which campaigns produce the greatest results and drive sales, and also which campaigns cost more than they are worth.

4. Select metrics to assess value and cost.
This could arguably be the most important metric tool, because when it comes down to it, money is always the deciding factor behind every campaign. While narrowing down your list, consider metrics which measure both potential value and acquisition cost.

5. Connect stakeholders in process to refine metric list.
In order to be effective, the metric selection should include stakeholders, bosses and managers in order to ensure individuals that the company's marketing goals are in sync with realistic and known expectations.

6. Monitor social interactions. (see Beneficial article).
Do you use social media? Be sure to monitor your followers month by month, and identify what posts spur the most positive interaction. Once you identify which types of posts (polls. photos, special offers) get the most likes, comments, shares, etc., you can continue to perfect posts in order to maximize followers, increase your brand buzz and ultimately increase revenue.

Utilizing these marketing metric strategies will be the engine that drives the success of the company you are promoting.