• Lynn Marie Bruno

    Hi Justin,

    I totally agree with you in theory, though I disagree that marketers are trying to cover up. The fault partly lies with executive leadership, which has a tendency to ask for top level, easy metrics. I work as a consultant, and often find that most clients want reports on things like traffic, opens, click-thrus and the like. I try to educate them as to the limits of these kinds of metrics but the underlying problem in most cases is that they don’t have the context to make sense of more complex metrics because they don’t collect the right data in the first place. I find it’s often difficult to persuade them of the value of putting tracking and measuring in place to do so. Working with a wide variety of companies, I find that even with all the marketing technology we have today, there is still a very big disconnect between theory and practice when it comes to measuring results.