Navigational Metrics

Navigational metrics cannot, by themselves, measure profitability. However, they can help you steer your program toward higher profitability.

That is to say, they can help you adjust your program so as to more effectively gain the prospect's awareness, engagement, understanding, belief and favor, which generally will result in higher ROI (which you may or may not be measuring).

These metrics include two types: Measuring What YOU Did (via advertising or public relations vehicles) and Measuring What They Thought, which includes all the mental responses – but not actions – of the target audience.

Example: Message Testing, the technique of trying out alternative messages on an audience sample before using messages in public. It is powerful because one message can be many times more effective than another.

On the assumption that a more-effective message will, all other things being equal, result in more-effective ads (or press coverage) and lead to more sales, this will make you more profitable (or less unprofitable).

For metrics that can help you measure profitability, see Evaluative Metrics.

Return from Navigational Metrics to Return on Investment

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