While everyone is busy demanding a 'return' or profit on every marketing tactic they use, not everyone realizes what they are measuring.
Dim Bulb (blog): Marketing In The Matrix. 2009-Jul-9, by Jonathan Salem Baskin:
We measure hoping to capture cause and effect, but in the real world, causes are often beyond our control, often beyond our imagination. The best we can do is develop a 'marketing theory' for our enterprise, and improve it over time using every scrap of evidence we can find.
Marketing (UK magazine): Reinventing Marketing, 2009-Jul-7, by Alan Mitchell
... beneath the same surface appearance, there may be multiple causes and effects; each one its own mini-mystery.... Learn more from Alan Mitchell