Measurement and analytics: It is a topic near to every marketer's heart and mind. Some love it, some resent it, but we all know it is critical.
The problem is that too often it stops short. Results reporting and tactical optimization become the primary focus when that should just be the beginning.
Knowing results is not the primary purpose of measurement and analysis. The primary purpose is improving efficiency and effective scale of your program.
The following four steps will keep your marketing, measurement, and analytics focused on improving your business results. Grab a pen and paper if you want, as there is an exercise that accompanies each step to help illustrate and solidify the process.