What to Measure
The first important question is what to measure. There is a lot out there, and marketers need to be wise in the decisions they make because not everything needs to be measured. In fact, Albert Einstein has been noted as saying that not everything that counts can be counted and not everything that can be counted, counts.
Marketers will want to measure both high-level activities that give a sense of the effectiveness of the marketing efforts as a whole and activities related to individual communication initiatives. Developing a marketing plan and updating it regularly, generally on an annual basis, can provide a good frame of reference for overall marketing effectiveness.
On an individual project basis, the first clue about what ...
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