Some of you are probably familiar with the S.M.A.R.T. philosophy of business goals. The “M” in that acronym is for “measurable” and today’s screed has to do (once again) with the gap between our desires and our actualities with respect to measurement.
Specifically, it has to do with the results of a survey by Ifbyphone on the State of Marketing Measurement. You can look at the results here but a few things stood out in my mind – let’s see what you think.