“use 20% of your digital marketing budget on measurement”

From clickz.com

When asked, “How do I make my website better?” the answer is clear: “It depends. Better at what?” 

When asked, “What should I be measuring on my website?” the answer is always, “It depends. What are you trying to accomplish?”

In both cases, having clear goals is the key to success.

But when asked, “How much should we spend on measurement?” I do not waffle. The answer is 20 percent of your marketing budget. And then I wait until they stop gaping at me like a grouper, eyes and mouth open wide.

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