Chapter 8
MEASURE WHAT MATTERS
Marketers famously have a love/hate relationship with measurement. We know all of the great quotes, from Peter Drucker’s “You can’t manage what you don’t measure” to Tom Peters’ “What gets measured gets done.” We’ve used them in PowerPoint decks. We have them up on our office walls. We get it. Measurement is important. And, as marketers, we should be proud of our work and eager to point to our successes.
For small businesses, measurement is essential, as we can’t afford to waste precious marketing resources, such as time and money, on things that don’t perform. For big businesses, though being efficient is still ...
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