For this data-driven marketer, the measurement is the message

The often-used adage, “if you can’t measure it, don’t do it” seems ludicrous. How could a b-to-b brand possibly measure every inflection point during a year-long sales cycle involving a buying committee of more than 10 members? What about emotional intangibles like “I just trust them more” or “I just didn’t like that sales guy?” For the data-driven marketer, these questions are simply immaterial, so long as they can quantify the pri