Back when I first started in marketing over 20 years ago, we didn’t think that hard about measurement, to be perfectly honest.
Sure, we tracked sales and market share, and of course we tracked our marketing spending, but that was about it. We would set sales and market share goals, checking in throughout the year only to worry that at the end of the year we wouldn’t hit our goals. So much stress!
Today, our marketing plans call for something far more complex. It’s way too late if all you do is mark annual sales and market share at the end of the year. You need to be measuring all year long, and then course correcting along the way so that you can make sure you make you hit your annual goals…
To Track the Effectiveness of a Marketing Plan, You Need Modern Day Measurement
