Headshot of Andrew Schulkind Some marketers consider benchmarking and metrics tracking to be distractions—busy work that takes time away from just getting down to it. But for those who stray away from examining their work face an uphill battle when results begin to falter or best practices shift. Metrics do matter, obviously. In all but the smallest of organizations you have to be able to communicate the effectiveness of what you’re doing and defend your plans going forward. “I just know” is a tough way to defend your budget for the coming fiscal year to someone with a more […]
