Being a slacker is easy when everyone else is one, and in online marketing, that is exactly how it has been up until now.
I am sure that many of you who reads this blog knows you really ought to be measuring your success, if nothing else then for the sake of letting your management know that something is actually happening in your marketing department or to satisfy other stakeholders in your company.
Many of us tend to forget that measurability is the keystone to modern empirical science and without it it is highly doubtful that we would have taken even a remote amount of the steps we have taken into the modern comforts we surround ourselves with today. Measuring is the keystone in progress. If we did not measure anything, we would be left unable to act. Noone has ever improved their effort, without first measuring in some form the output of former efforts. It is impossible to deem whether something has been an improvement without measuring it and it is equally impossible to evaluate ones effort unless it can in some form be measured and compared.
Sometimes what we measure might surprise us or might not tell us what we wanted to hear. We can however be sure that we are much better off when having something measurable to relate to rahter than rolling a dice every time we want decide on doing something or not.
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Awesome video. Everyone watch! Cause it’s all the numbers.
People that loves numbers will also love this book: “Super Crunchers”. Buy it – shut up – and read.
Numbers are the new letters.
Numbers have been the new letters since 1980, and it’s called L33t. But it’s for geeks only. 1337, or Leet is derived from “elite”. So we “little civilians” are sorta not invited.
Ulrik is right, if you don’t measure, how can you recognize improvement. Everything will just be a guess. Might be a very qualified guess, but still a guess.
It’s not only relevant in marketing, but also in product or service development. Your previous “mistakes” is your most valuable asset for improvement.
Improving is the new reading
“One is the loneliest number that you will ever do.
Two can be as bad as one, it is the loneliest number since the number one”
From a semiotoc dialectic standpoint it is quite impossible to accomplish anything without a precise measurement of your surroundings. In basic you can never determine anything with certainty, without applying a specific number to it. For instance landing on the moon, would not have been possble, unless you could land on 1/3.
Additionally it would be quite alot harder, if not impossible, to communicate any corporarte direction without the semiotics rooted in numbers. The objectivity of numbers allow us to make rational decisions, more or less filtered from subjetivism and meaning.
When rationalizing information, measurement makes empirical sense of your business objectives and you no longer have to resort to estimation, as much as before.
Technology will replace subjectivity.