Tag Archives: measure what matters

Fake Web Traffic: Confusing Outputs with Outcomes

Since about 2005 when pressure began to mount on marketing professionals to prove accountability and ROI, marketers have looked to demonstrate value by measuring. This desire to measure has also caused “track-able” media, such as the web, to become preferred … Continue reading

Posted in Advertising, marketing performance management | Tagged , , | Leave a comment

What outcome are you trying to produce?

A well written post on the Lean CEO blog recently looked at the propensity of airlines to pad their schedules. The writer notes that this is a classic “inventory” solution to ineffective processes and a failure to apply lean thinking correctly. I … Continue reading

Posted in airlines, Lean Thinking | Tagged , , , , , , | Leave a comment

Are you measuring what you can … or what you should?

As marketers continue to be pushed for accountability, many continue to measure something … anything … to try to prove value. You might think that measuring something is better than measuring nothing. Not true. If you take action from the … Continue reading

Posted in marketing performance management, Super Bowl Ads | Tagged , , , , , | Leave a comment