Not everything important can be measured, and not everything that can be measured is important.
Posted: Sun Dec 22, 2024 10:28 am
Reading my repository of articles pending to read, I found this one by Tom Fishburne on the use of dashboards in marketing, in which he recovers a phrase from William Bruce Cameron , which I loved:
“Not everything important can be measured, and not everything that can be measured is important.”
“Not everything that counts can be counted, and not everything that can be counted counts.”
And it reminded me of something I said in a recent article: “ Get used to not having total control of your marketing strategy . ”
And I was referring to the false sense of control that we can have in digital marketing. The ability to measure everything (or almost everything) can make us think that we have korean girl whatsapp number mastered the main variables that affect our marketing strategy.
Partly true, but only partly. When talking about the omnichannel effect , I mentioned several situations in which we cannot predict the influence of other factors on the results we obtain in our campaigns.
He talked about a variety of topics, but we can find several more examples in other areas.
Marketing dashboards help us make decisions and reduce uncertainty
Marketing dashboards contribute to this feeling of control . If they are well defined, we have that “certain control” that I was talking about a moment ago. It is our job to continue analyzing to try to reduce the uncertainties as much as possible, or at least those that we consider affect us most directly.
It is a process that should never end. As those responsible for the results, it is our duty to work to make the best decisions and this involves having the best data to transform into value for the company.
But what usually happens is that marketing dashboards are not well defined, they are made based on the metrics that are believed to be most relevant. But the ones that someone believes to be most important do not always coincide with reality.
Furthermore, these dashboards become the end goal: “we must have a dashboard”, instead of being thought of as decision-making tools.
And the result is the kind of marketing dashboards that Tom Fishburne caricatures in his cartoon.marketing dashboard
And of course, if we don't have the right data, correct visualization and analysis, it's almost impossible to make the right decisions to optimize our marketing strategy.
“Not everything important can be measured, and not everything that can be measured is important.”
“Not everything that counts can be counted, and not everything that can be counted counts.”
And it reminded me of something I said in a recent article: “ Get used to not having total control of your marketing strategy . ”
And I was referring to the false sense of control that we can have in digital marketing. The ability to measure everything (or almost everything) can make us think that we have korean girl whatsapp number mastered the main variables that affect our marketing strategy.
Partly true, but only partly. When talking about the omnichannel effect , I mentioned several situations in which we cannot predict the influence of other factors on the results we obtain in our campaigns.
He talked about a variety of topics, but we can find several more examples in other areas.
Marketing dashboards help us make decisions and reduce uncertainty
Marketing dashboards contribute to this feeling of control . If they are well defined, we have that “certain control” that I was talking about a moment ago. It is our job to continue analyzing to try to reduce the uncertainties as much as possible, or at least those that we consider affect us most directly.
It is a process that should never end. As those responsible for the results, it is our duty to work to make the best decisions and this involves having the best data to transform into value for the company.
But what usually happens is that marketing dashboards are not well defined, they are made based on the metrics that are believed to be most relevant. But the ones that someone believes to be most important do not always coincide with reality.
Furthermore, these dashboards become the end goal: “we must have a dashboard”, instead of being thought of as decision-making tools.
And the result is the kind of marketing dashboards that Tom Fishburne caricatures in his cartoon.marketing dashboard
And of course, if we don't have the right data, correct visualization and analysis, it's almost impossible to make the right decisions to optimize our marketing strategy.