Foreword to the Second Edition
At Google, we have a saying we use quite frequently: “Data beats opinion.” In practice, this means that for any endeavor, we first determine our key success metrics and then measure how we are doing against them on a regular basis. This allows us to optimize and expand those programs that are working, while sunsetting those that are not.
In today’s hyper-competitive business landscape, most marketers are compelled to take this approach versus relying on conventional wisdom, rules of thumb, or intuition that may have been sufficient in the past.
The challenge, of course, is knowing what to measure and exactly how to measure it. That’s where Marketing Metrics comes in. It is the most comprehensive and authoritative ...
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