Part One: Marketing Measurement and Pissing People Off

You know the line “you manage what you measure”. So do you consider what matters but is not measured? As digital marketers, we tend to measure the positives. Even negative measurements are rarely negative, they are just small positive measurements — low response rates or conversion rates.

Over the last 10 to 12 years, a number of online tactics have come and gone. A few of these delivered great results on paper, blinding marketers to the negative impacts that were not measured. Here are three activities which such negative impact that people fought back, outright disabling marketing tactics. Read more of this post

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