Reading Time: 4 minutes It’s no secret that I am an advocate of measuring marketing communication efforts. Without measurement, how can you ever know if you’re succeeding or failing? Too often we become afraid of metrics because it involves numbers but you need to get over it. Data is the present and the future. Measurement is hard. You need something to measure and that means work. After all, goals and objectives don’t create themselves. We have to conceive them. That’s simple. The hard part is… Read More »Good Measurement Starts with the Right Goals