I’m going to share with you today my insights on metrics that matter, and how to use them to transform your customer programs into strategic assets that impact business growth.

A little bit about myself first. My name is Kevin Lau, and I'm the Global Head of Customer Advocacy at Adobe. I work primarily with Marketo Engage, which is part of the Adobe Experience Cloud.

I'm super passionate about meaningful metrics because they can help you unlock your organization’s true potential, drive momentum, achieve headcount, and acquire a greater budget and resources – the whole gamut.

I’m going to be talking to you about:

  • What to measure,
  • What you can measure today,
  • Data, martech, and integrations, and
  • Some pitfalls and challenges.

Before we get down to it, I want to emphasize that transforming your customer program through metrics is a journey. It's a journey that's going to take time, effort, consistency, deep collaboration with internal teams, and resources to help you get over the finish line.

Sometimes it may seem a little scary, and there’ll be moments when you want to bang your head against the wall because you've hit a roadblock, but I can assure you that the journey is worth it. If you're looking for a promotion or you want to make a huge impact in your organization, this is where it begins.

So that being said, let's get into it.

What to measure

In customer marketing, we’re outstanding at creating relationships with customers. However, where we tend to struggle is measuring and quantifying our impact. If you look at our demand gen teams, they’re miles ahead of us in this regard.