One of the things I discuss fairly often with clients is measurement. We chat about things such as “What do we measure”, “why do we measure it”, and “what constitutes success.” As you might imagine, with every marketing dollar being scrutinized (rightfully so), figuring out ROI is job one for folks like me who are gone with the wind if the results aren’t there.
Well, sometimes the results aren’t there, despite the best efforts of everyone involved. I’ve always felt that marketing, and digital marketing in particular, is a process of continuous improvement rather than a series of one-time events. However, that view isn’t always shared, especially in light of “fix it NOW” thinking on some senior management‘s part. That’s short-sighted and misdirected in my book. Let me explain. Continue reading
Consult Keith 