This is from the fantasitc Getting to Excellent blog. Coming back to my Lord Kelvin Tweet a few days ago
The reality is that unless you measure and evaluate what you are doing, you will not know what works and what does not. It may be that you have to try a variety of different approaches before hitting on the successful ones, but without the measurement, evaluation and analysis we are left in the dark.
Those who are successful at what they do are also those who measure stuff. They might not think of it as analysis, and may stare blankly at you when you talk about measurement and evaluation, but that’s what they are doing. Measuring each initiative, and then going back afterwards and figuring out just how successful it was. Was it better or worse than other initiatives? This is data driven marketing at its best, on this occasion given a rather curious name by someone who clearly thinks analysis is something to keep quiet about!
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