Afraid to Establish Metrics and Measure Results?

Do you remember the scene in “Blazing Saddles” where Mel Brooks’ character says, “we’ve got to protect our phony-baloney jobs gentlemen”? If you know someone who is hesitant to establish metrics for their marketing initiatives and then measure the results, they could be viewed similar to that character.

Why not do the reverse? Make yourself and those around you accountable for outcomes. What better way to solidify your team’s contributions to the bottom line than by measuring every campaign. You can continue to refine your efforts so that outcomes are predictable and repeatable.

The first step is to develop customer profiling, segmentation and then market prioritization. If you know what your customer looks like, it is far more efficient to market to targets that most resemble them. While all of this may seem pedantic, many do not devote the energy or resources necessary to developing an intelligence-driven approach to customer acquisition.

It’s more than defining the brand, it’s about taking the brand to those most likely to respond.