Archive for October, 2010

Building Performance Measurement Discipline into your Campaign

October 18, 2010


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John Wanamaker, considered by many to be the father of advertising, once said “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Were John was alive today it is likely he would be a leading advocate for performance marketing and analytics.

Performance metrics and analytics serve as the foundation upon which strategic and tactical decisions should be based. They are powerful tools to improving performance and assure a positive return on your advertising dollar. Without these tools, marketers, just like John Wanamaker in his day,  must rely on gut feelings to understanding what is driving results. That is often a poor substitute for hard data. But for many companies, analytics are an afterthought compared with strategy and campaign development.