By: Jerry Rackley
This week, Demand Metric published the results of its recently completed study on marketing analytics, Marketing Analytics 2013: Benchmarks, Insight and Advice. Some of you will recall being asked to participate in the survey that provided the primary data for this study. Over 700 of our members did take the survey, and it provided us with a rich data set to analyze.
If you haven’t noticed, Demand Metric Research Corporation is living up to its name: we’ve done a lot of research in past six months.
By Jerry Rackley
Gone are the days when a marketing executive could report in vague terms to the CEO about things like brand equity, saying, “it’s at an all time high!” Right. And you know this how? “Show me the data” says the wise CEO. Measurements really matter. Lord Kelvin’s quote has oft been paraphrased, “if you can’t measure it, you can’t measure it.” This is truth, but at the same time, it’s not the whole picture. We marketers love metrics for what it they tell us, but if we're honest, we get a little nervous about being held accountable to them.
