The smartest rule you can follow regarding your marketing and advertising campaigns is this: You are no longer going to permit any advertising, marketing or selling investments to be made without direct and accurate tracking, measurement and accountability.
You’ll hear all sorts of arguments against such a harsh position, by media salespeople, by online media champions, by staff, by peers. You’ll smile and politely say, “Rubbish.” Each dollar sent out to forage must come back with more and/or must meet predetermined objectives.
