Why if you’re not measuring, you’re not marketing

Time and time again, one of the biggest slip-ups I see businesses making with their marketing, especially digital marketing, is not measuring the impact and results of their efforts. How can you evaluate whether your marketing can be considered a success if you don’t have any data to back it up? The excuses I generally hear are “there’s no time”, “it’s pointless”, “it’s difficult”, or even “it’s impossible”.

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