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Is measurability getting in the way?

Strange question, I know, but it’s one that has bugged me for quite a while now. As a client services director I get access to numerous clients and prospective clients marketing departments and a theme persists throughout them all. The need to measure. Not just the need to measure the basics but the need to measure pretty much everything. Given the increased ability to gather stats on each campaign that is run online marketing teams are being given access to stats that they never dreamt of previously, and I have notice this has resulted in 2 distinct negative behaviours.