David and Becky discuss the importance of tracking the metrics that matter, i.e. the actions most aligned to your customer’s needs. Talking points include: What are the metrics that matter? What are the metrics that don’t matter? Is focusing on ROI and focusing on the metrics that matter the same thing? How do you know what you should be measuring? How can we better understand the customer journey? How do we know what the customer’s desired action is at each stage of the funnel? How do we get buy-in from our client to focus on the right metrics? How does this help to direct the future strategy?