Posted
Sitting in on a Knoxville Entrepreneurial Center meeting recently as a guest speaker and "marketing expert", I was asked about a clear answer for what is the best measurement for marketing/advertising success. No wishy-washy answers they asked.
One attendee stopped just short of accusing marketing people of being despicable liars (the wording was much more acceptable, but the content was close enough). Unfortunately, I can (somewhat) understand where that person was coming from. Just like any business or profession, or industry there are those who make the rest of us look bad. Add to it the ever-ethereal mysticism behind a lot of marketing, and it's no small wonder that feeling can be prevalent.
Satisfactory or not, my answer to the initial question was, "it depends". A solution no-one likes to hear, but it's true. You don't ask a physicist to use the same measurements as a chemist, and we don't use the same measurements for liquids that we do for solids (except when we do). It all depends on what we're trying to determine.
So if measurements ARE important to your business, especially because your not just spending Monopoly money, how come you haven't taken the time to determine what YOUR measurements should be?
Not sure where to start? We can help. Just drop us a line - and no, the meter doesn't start running as soon as we pick up the phone.