HOW TO: Measure your marketing meaningfully

First you couldn’t measure anything, now technology allows you to measure everything. James Myers, joint head of planning at Ogilvy, helps marketers make sense of their measurement woes

Most of the things we want to measure we can’t measure very well. And all the things we can measure aren’t necessarily that useful. For that matter, we can’t even measure absolute profit accurately, it is just a number based on several assumptions around depreciation and future flows; and as much as we talk about it we can’t actually measure engagement or even customer satisfaction, just proxies for it.