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Leaders from banking, wealth management, and marketing explored how marketers can move beyond vanity metrics, align teams around meaningful KPIs, and balance short-term performance with long-term customer value.
Sustainable app growth requires more than tracking installs and impressions.
As customer journeys grow complex and MarTech stacks mature, marketers are rethinking which metrics truly drive insight — and which simply fill dashboards.
That was the message from a panel featuring Maria Baschenko, Head of MarTech at Standard-Chartered; Jason Teo, Vice President – Marketing at Endowus; and Moderator Yolande D’Mello, Senior Editor at Martechvibe.
At Unlocked: Mobile & App Growth Summit, they explored how KPI fatigue is real, why measurement must align with strategy maturity, and how organisations can shift from tracking isolated numbers to building actionable, customer-first insight systems.
The panel also examined balancing short-term performance with long-term brand health, identifying meaningful North Star metrics, and ensuring teams stay aligned around customer value rather than internal scorekeeping.
Top insights Martechvibe learned from the panel;
- Move from vanity metrics to actionable insights
Installs, impressions, and CTRs alone rarely tell the full story. Metrics must answer “so what?” — guiding decisions that improve customer experience or business outcomes. If data cannot inform action, it becomes dashboard clutter rather than a strategic advantage.
- Adopt multi-dimensional KPIs over isolated numbers
Single metrics often distort performance. Pairing acquisition volume with cost, or orders with revenue and average value, reveals efficiency and quality. Multi-layered indicators such as CAC and lifetime value provide clearer signals for sustainable, scalable growth.
- Balance short-term performance with long-term value creation
Performance campaigns may deliver immediate spikes, but long-term brand trust and customer value drive durable growth. Teams should identify a clear North Star metric and align incentives so short-term wins contribute meaningfully to sustained business impact.
Watch the full video here.
