These beliefs are at the heart of our approach to measurement:
- Measurement makes a critical contribution to improving marketing effectiveness.
- You don’t need to measure your marketing perfectly in order to perfect your marketing.
- You should spend just enough on measurement to learn what you need to know to improve your decisions. Focus on improving decisions, not measurement precision.
- Instead of costly and complex financial ROI calculations, measure the degree to which each program meets its specific measurable objectives.
- While measuring individual programs on their own can be instructive, the real value in measurement comes from measuring all programs in a consistent fashion, which enables comparing each program’s results to the others.
To select the right metric for counting birds in a photo, whether you choose beaks ...
... or legs, depends on the situation. Choose carefully, measure the right things.
