Measuring the Right Insights in Today’s #BigData World: What Counts vs. What Can Be Counted

Thriving in today’s big data world, we look for data metrics to substantiate everything we do. In marketing and advertising, this adage certainly holds true: not everything that counts can be counted (such as word-of-mouth marketing), and not everything that can be counted counts.

As marketing professionals look for measurable results to validate efforts and identify opportunities for improvement, it is important to understand that not all gems can be weighed – and just because something can be weighed doesn’t make it a gem. As President and Chief Strategy Officer for a healthcare branding, marketing and advertising firm, I encourage clients to choose meaningful criteria that, if successful, substantiates the success of the rest. You cannot reasonably track and measure everything, so be strategic: mine insights that are and will be most worthwhile as your organization works to fulfill its mission and achieve its vision……