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Mentor Minute: "Measure Everything" with Claire Robertson

Name: Mentor Minute: "Measure Everything" with Claire Robertson
Uploaded: 2014-02-08T01:57:31+00:00
Duration: 1 min 3 s
Channel: Royston G King
Description: In this concise mentor‑minute, Claire Robertson stresses that the single most critical takeaway for marketers is to measure everything from the start of…

8 Feb 2014 · 1 min

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In this concise mentor‑minute, Claire Robertson stresses that the single most critical takeaway for marketers is to measure everything from the start of a campaign. She argues that waiting to implement analytics until a data point is needed causes missed opportunities, because you cannot optimize what you do not understand. Robertson urges marketers to be objective about their goals, decide in advance what metrics will matter, and either seek advice or, if technically capable, design data collection methods early. She emphasizes that understanding the meaning of each data piece is essential for effective decision‑making.

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This for me is probably the most important thing that I can possibly say to any of you ever. So if you take nothing else away from this 20 minutes of listening to me speak en, take this away, please. Measure everything. Measure it from the beginning. Understand what you need to measure. Implement it at the outset. You cannot afford to wait until you need a data point to then go and implement the analytics that are going to give you that data point, because you will have missed out on a huge, huge opportunity. You cannot optimize that which you do not understand. So make sure that when you're implementing your marketing strategy, you're objective with yourself about what you're hoping to get out of it. You've thought through what you could possibly measure, and you've sought some advice, or if you're a technical person, you've thought through for yourself how you can possibly collect those pieces of data. And what those data— pieces of data are going to mean to you.