The devil, the details and you.

by CU Soapbpx

by. Ron Daly

I was cruising through LinkedIn and saw this post from CU Grow, posted with the intriguing snippet:

“Let’s be honest, a CEO most likely does not care about the details of the creative as they are more interested in the outcome and value the results of the creative provide.”

As a CEO myself, I had to chew that over. Yes, I care about the creative details – I’d like to know they’re on-brand and well-done and useful. No, I don’t care about every detail – I have to differ creative choices to the creatives I pay to…well, create.

The article is all about KPI’s – Key Performance Indicators. What makes a campaign successful? Is it the number of people that click? Is it view/play counts? Is it downloads?

Chances are, none of these metrics tell you much on their own. Click-throughs matter, but only in the interest of finding how many people bought something on the other end. Views and play counts are nice, but how many of those views can you trace back to a loan offered or a problem solved?  How many downloads of your white paper got you another conversation?  “The Devil’s in the Details,” they say, and while I don’t think you have to be the devil to see how your virtual branch is managing visitors, I think it is important to keep the big picture in focus.

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