Measurement: Why do we fear it?

If you are doing marketing and you don’t know your numbers, you are not doing marketing.

Does your direct mail piece result in annual gifts from alumni? Do prospective students use the hashtag that you include in a social media campaign? Does your website content for admissions lead to increased inquiries?

Marketing and communication plans are easy to create when you don’t have to pay attention to the facts. If you don’t measure results, all marketing tactics are equally reliable and successful. Measurement makes us uncomfortable so we claim that measuring results is too difficult, not an exact science, and not possible given our limited tool set. Frankly, measurement of marketing and communications tactics is anxiety-producing in part because it might lead to evidence that what we thought would work doesn’t work as well as we’d hoped.

In a time of shrinking resources and increasing expectations, marketing and communications professionals must rely on measurement to determine strategic priorities and make the case for pursuing particular tactics…

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