| Good manager | Bad manager |
|---|---|
| Starts with the fundamentals. Understands exactly how much a click is worth, a conversion is worth, the maximum amount to bid for clicks to stay profitable and when to stop advertising on a specific term. | Ignores the fundamentals. Doesn't know exactly how much value he gets from a click and at what point it becomes unprofitable. |
| Because he understands the fundamentals, he tracks exactly the things that lead to business growth and makes sure they are tracked accurately enough to drive business decisions. | Because he doesn't understand the fundamentals, he ends up tracking too few things, to many things, the wrong things, or not tracking at all ending up in an inability to make sound business decisions. |
| Has clear objectives and defines them in a way that contributes to business growth. He knows he current acquisition costs and volume, and knows where he want to go. | Does not have clear objectives, and without a clear desitnation does not know the journey to get there. He runs on trademill, working but meaningless activities. |
| Has a scientific mindset of testing continously to improve landing page conversion rate, ad performance and more. | Does not test continously. Does things once or twice and lives with the static results. |
| Knows how to read data. Data leaves a trail of clues about what not to do, what to keep doing and what to do next. a great manager know how to read the data and extract insights that can be used for progress. | Doesn't know how to read the data. Reads the data incorrectly. Reads the wrong data. The bad manager doesn't see the alarm bells that data sings or focuses data that does not lead to progress. |
| Knows how to read data. Data leaves a trail of clues about what not to do, what to keep doing and what to do next. a great manager know how to read the data and extract insights that can be used for progress. | Doesn't know how to read the data. Reads the data incorrectly. Reads the wrong data. The bad manager doesn't see the alarm bells that data sings or focuses data that does not lead to progress. |
