I heard a fantastic statement this morning -- fantastic in its simplicity.

My wife, fifth-grader and I were attending an education policy roundtable in Indianapolis, hosted by Governor Daniels and featuring as a guest speaker former Governor of Florida, Jeb Bush.

When discussing the education reforms in Florida, accountability was a central principle.

Gov. Bush said during his presentation, "Data matters. Measurement matters. If you don't measure, you don't care." [Emphasis mine.]

Isn't that so true in business? Marketing utilizes elements of art, but it is also a science. Measurement matters. If you don't measure, you're just going through the motions. You're just calling it marketing and doing it because you think you're supposed to.

Demand results, and measure for them.

Labels: management, marketing, research