Just wrote a little more objective criticism of this Deloitte Research article on the OTO blog, paper features the nicely alliterative title Navigating the Marketing Measurement Maze: Aligning measurement design with strategic intent.
All marketing measurement issues aside, I constantly find it dumbfounding that people get paid to write this crap. If anyone can honestly come away from these six pages with a single actionable, useful next step to apply to their work, I will publicly apologize to the authors. In the Comments section below.
But until then -- just for fun -- I'm going to get in the habit of walking up to people's desks at work and saying things like
"So, ah, just a pointer? Yeah, an effective marketing performance measurement system must include holistic measurements including the process dimension, as metrics that span the value delivery process address the influence of other functions and channel partners on marketing outcome."
Who wouldn't find that both informative and helpful in their daily work?
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