Managing Software

3 Ways to Measure Results

3 Ways to Measure Results by Vikram Rajan

{4:00 minutes to read} There’s an old adage: “Only 20% of marketing works; 80% is a waste. We just don’t know which 80%!” Even worse, the 80% is a changing set: What worked yesterday may not work tomorrow, and so forth. Unfortunately, much of marketing is trial & error and A/B testing. Still, I find clients who have “tried nothing and are all out of ideas” (a Simpsons quote; email me for the episode).

How can we improve the odds if we don’t measure what we’re doing? A leading indicator of positive results is our automated, systematic, and repeated actions. These include our marketing technologies (e.g., Constant Contact and its autoresponder, and a new entrant to automating testimonial marketing, Raviate, which is looking for private testers — email me).

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