We’ve always known that measurement is key to getting the budget and making decisions. In the accounting industry it is especially true. Now instead of going back and forth with a partner about whether we should use this tactic or that or whether debating the use of one headline over the other, I just tell them, “let the data tells us.”
We test both and let the web analytics or the response rates from a test mail/email determine which way we go.
Decisions are so much easier now. Even when having that same debate with fellow marketers, I always ask, “is this your belief or you have the numbers to prove it.”
If they don’t have the numbers I tell them to go get them and then come back and we can discusss. You want more credibility from people that view marketing as a “cost center,” start measuring and you’ll gain a whole new level of credibility