Be Reasonable – Don't Try to Measure Everything

If you do not have a measurement program now, be reasonable in your goals and expectations. If you think in terms of perfection, you run the risk of becoming overwhelmed.

A modest program established quickly is much better than a grand program three years from now.

Unfortunately, a great many advertising directors and PR directors become discouraged when they think about setting up measurement programs. They think of a measurement program as comprehensive. They assume that they have to measure literally everything in their advertising or public relations program. And they become overwhelmed.

The facts are more encouraging:

1. You can't measure everything cost-effectively.
2. You don't have to measure everything.
3. In fact, you shouldn't even try to measure everything.
4. And, unless your senior managers are real-life embodiments of Dilbert's boss, they probably won't ask you to measure everything.

Management will give you leeway if you have a credible story.

Return from Be Reasonable to Getting Started

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