Measurement culture is sign of real change

Many organisations perceive measurement of marketing effectiveness to be difficult, slow to perform and expensive. This would explain why many of today’s marketers only measure what is easy and not what is important (MW last week).

It was these insights that led us to set up marketingQED in the belief that with simple cost-effective tools and workable processes, marketers could spend less time and effort on working out what’s working and then devote more effort to growing their businesses. Marketers are starting to affect real change within their businesses when they start to adopt a measurement culture.

The gap between those that want to put analytics at the heart of their business and those that are able to do so won’t be closed by good words alone – companies need to develop the relevant skills.

John Dawson, Founding director, marketingQED

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