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There’s a big difference between metrics and KPIs, says Gwen Murray, mobile marketing lead at Staples. Metrics is hard data—a little bit smaller thinking, she explains, versus KPIs which are bigger picture, bigger thinking. These are the metrics that have a strategic role in the organization but it’s easy to get lost in the data.

“If you look at campaigns in a silo it’s very easy to get caught up in metrics,” Murray explains. “In some ways that makes sense. You want to know your cost per install, you want to know your click-through rate, and that’s important at a campaign level. But at an aggregate level, that’s where the KPIs impact overall business strategy and business goals: if it’s increasing MIUs, if it’s increasing downloads overall.”

She adds that as an omnichannel retailer, KPI focus is essential. “It’s really important for us that we think about not just the individual metrics, not just bout revenue and visits and installs,” Murray says, “but think about the influence our mobile properties and other digital properties have across the business.”

It means that metrics are working together to paint pictures of user behavior, user intent, and user wants and needs

So what are you going to measure, when “everything” will just bury you alive? Register now to learn how the mobile marketing expert at Staples avoids analysis paralysis and zeroes in on the KPIs that boost revenue.