Marketing teams often have an arsenal of tools available when it comes to tracking digital performance. Adopting a suite of technologies can be incredibly beneficial, providing access to insights that would have previously been overlooked. 

Without digital intelligence however, it is easy to get caught up in the quantity rather than the quality of information. 

Ringo A. Moss outlines 5 steps to ensure the data being used to measure campaign performance is meaningful and reflective, avoiding the common mistakes of listening to the wrong sources and overvaluing the magnitude of data collected: 

1. Start with a brief 

2. Set SMART objectives

3. Think tactically 

4. Choose KPI's 

5. Tell a story 

Taking the time to map out your campaign - defining the 'success criteria' and planning which tools/KPI's are going to be used to measure effectiveness - will significantly influence an organisation's ability to gain an ROI on the money spent. Building a story around the data generated during the campaign will ultimately enable you to communicate digital insights and contextualise the information in a format which people will remember.