I’m a bit of a nut for measurement. In fact, I spent the first eight years of my career focused on improving and applying digital marketing measurement.
I believe everything needs to be measured. But just maybe, we should stop measuring for a moment. Measurement has gone too far, expectations of measurement are too great, and measurement has clouded our judgement instead of informing it.
These days, all to often measurement has become the purpose, not a tool. One thing I learned in those first eight years [Read more…]