01BUSINESS GOALS ARE EVERYTHING
Business goals are the foundation of this book. Without them, you can’t begin to understand your effectiveness, gain insight, or improve anything. Each goal is the “it” in Does it Work?
Today many brands have business goals, but a far smaller number are using metrics to back them up. Still fewer are using data to evaluate their marketing efforts on an initiative-by-initiative basis. This may not seem important, but it is. If you don’t set good goals up front and measure progress against them, you’ll ...