A short YouTube commentary by Adam Sand contrasting modern marketing measurement (CTR, opt-in rate, conversion rate, cost-per-lead, CPA, CPM) with the limited tracking available 20 years ago (phone book, newspaper, billboards, postcards). He emphasizes that the industry now expects marketing to report measurable results and invites viewers to comment.
The industry is spoiled in that we now have guys like me who have run around, say, click through rate and opt in rate and conversion rate and cost per lead and cost per acquisition, cost per thousand impressions. And now there's this base level of understanding that marketing should report back that we didn't have 20 years ago. You had the phone book, you had the newspaper, you had billboards, and you spent money on it and people showed up and you were lucky if someone said, yeah, I'm here to use code SAVEROof10, because that was your way of tracking back that your postcard worked. Comment below this video with your thoughts.
