Don’t always keep it simple, stupid
It’s often said that simplicity is the key to brilliance. And while that might be the case in some situations, when it comes to measurement simple isn’t always going to yield the most useful results.
Measuring effectiveness was a key focus at the Festival of Marketing: The Bottom Line this week and the overriding message was clear - stop relying on simple measures of success.
Just because you can measure something doesn’t mean you should. And it’s never enough to simply take a number at face value and admire it. Talking about NPS in particular, Helen Edwards said all too often it is used as it can be easily explained to the board. But she urged marketers to “act beyond the metric”, to frame it within a wider context, diagnose what it means and then work out how it can be improved.