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Research scientists have a saying—“if you can’t measure it, you can’t count it.” No assumptions, guesswork or spidey sense—either you have the data to back your claim, or you don’t make it. Should the same principle apply to your marketing efforts?
Yes, mostly, but with some caveats.
Marketing ROI draws its conclusions using measures that are quantitative—how many, how much—as well as qualitative—what did people feel, experience. Continue reading →