Building Measures that Support Management
Do you know the four or five critical measures that drive your business?
Nearly two-thirds of marketers do not include metrics (a measurement plan) in their marketing plans.
Source: Chief Marketer
Business measurement, the daily tracking for a direct marketer had become excessively complex. It involved collecting hundreds of business measures every day, from media performance to lead performance. The goal was to find a more efficient, economical method of managing business analytics.
Daily business measurement had reached the point of becoming “information overload.” Worse yet, the company had lost site of some of the critical business drivers lost within the volume of data being received.
The company needed a new measurement plan.