In this week’s In-Ear Insights, Katie and Chris discuss what to do when your metrics and KPIs go the wrong way. How do you diagnose your marketing operations and prioritize what to fix? What things are a waste of time? Tune in to find out!

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In this week’s In-Ear Insights, what do we do when the numbers are not going the way they should be whatever number or KPI or metric we’re talking about, when the numbers aren’t going in the right direction? The question is, what do we do? So Katie, when the numbers are not going the right direction, either this is a question, we asked to the analytics for marketers community, what some of the feedback we’ve gotten, and then what’s your take as a senior decision maker, when the numbers are going the wrong way?

Well, when the numbers go the wrong way, you just panic and cry, and just say, I quit, and flip your keyboard over.

And that’s, you know, probably the best course of action that anybody can possibly take.

And then you get out of your head, and then you start to see what’s going on.

So some of the responses that we got, were around, you know, analyze, in depth, run some A B test, set up some other experiments.

And all of that is really good.

The challenge I have with some of with some of those responses, though, is it’s all reactive, which, you know, I’d say most of us, you know, sort of live in the marketing space live in that world, where the only sort of time we get is to be reactive, being proactive, is kind of a luxury.

But I think that I try as much as I can to be proactive, with our own data, because we do have, you know, the quote, unquote, luxury of being a smaller company completely in control of all of our data.

So when I, when I feel like the numbers are starting to go in the wrong direction, my hope is that I might already have a plan in place to address it, versus waiting until it happens, and then trying to scramble to figure out what the heck I should do.

But Chris, you’re more of the numbers guy than me, like, what do you do? What controls do you put in place? Or what do you do? If that happens?

I think the first thing to tackle is why, like, Why, which number? Is it? And why is it happening? And because there are things you know, to your point, there are things that are out of our control, you know, back in 2020, which a seems like a long time ago, and be seems like yesterday, because of how time has been working the last couple of years.

You know, we had no control over a global pandemic and the lock downs that ensued and things l