How do you know if your marketing strategy and execution is successful or not? Most marketers claim to strive for a “results focused” or a “data-driven” approach, but the infamous quote from John Wanamaker that “half the money I spend on advertising is wasted; the trouble is I don’t know which half” still resonates today. So, quite often marketers are left with a collection of vanity metrics which aren’t the most reliable indicators of success.
For measurements to work, you need to have a standard of measure, and to have a standard of measure, you need to get organized. Read more