What Can Marketing Analysts Rely On?

A skilled carpenter relies on his measurements.   A skilled marketer will do the same.

While you can only improve what you measure, improvement doesn’t come automatically.  In fact, neither does sound measurement.  Measurement, while not necessarily easy, is indeed formulaic.   If done properly, measurement can get us to the improvement stage faster.  So, before we consider improvement, let’s tackle measurement accuracy.  

The tangible events of marketing measurement are simple to list.  Assess, quantify, rate and compare.  For most metrics it sounds simple enough.  We assume that more is better.  Unfortunately it’s not that simple.  How do we know our test results are reliable and not just a chance occurrence?  To achieve dependability and consistency we need to rely on statistics.  Statistics provides the discipline and give us the confidence to properly judge what we have measured.  It provides quantifiable boundaries that lead to more accurate projections.

Please view my new blog MarketingMeasurement.