I dream of a world…
Where everyone involved in marketing, communications, publicity or promotions, on either side, realizes that measuring pre-determined objectives is not a matter of determining success, at least not in the early stages of any campaign.
Metrics can prove success over time, and should be used as such. But starting from day one, they are useful to refine, adapt, and improve strategies and plans.
(This is also why people who demand projections of the untested, rather than plans, make me uncomfortable.)
