Measurement Doesn’t Have to Be Complicated or Scary
By: Marks
Abacus: Simple and Effective Measurement
It still amazes me how much confusion and conflict remains in the world of advertising and marketing-especially in these days of economic uncertainty. Almost everyone is counting their pennies these days. It would seem like it would be more important than ever for marketers to track their expenditures and calculate their return on investment (ROI) in any and every way they can. Still, I stand in awe at the many professionals and entrepreneurs who remain either unable or unwilling to wrap their mind around such a pragmatic principle.
I recognize that for some, it just seems too complicated and cumbersome. For others it may be that they just cannot reach consensus on what to measure, how to measure it and with what tools. At the end of the day it really should come down to three directives:
1. Measure what matters to you.
2. Measure it in such a way that you and even your dog can understand.
3. Use what you learn to make your next marketing decision.
Sure it can be more complex and sophisticated than that. So can balancing your checkbook. But in the final analysis, it all comes down to how much comes in versus how much goes out. Positive or negative. Up or down. What is so frightening about that?
– Mark M. Stacey
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