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Expert Answers to Biz Questions Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.
How Often Should You Measure Your Marketing Progress?
Accurate, insightful measurement is your single greatest asset in marketing and advertising. Learning to track your metrics, you’ll be able to effectively gauge which of your tactics are working, which ones need improvement, and whether you should scrap the entire campaign in favor of something more profitable. Left to your own decision making, your subjective psychological biases could take over and lead you to a misleading or impractical option. But data? Data never lies. This is why most CMOs and entrepreneurs take great value in reporting on their marketing progress on a regular basis. As datapine suggests, most companies choose to report on marketing progress daily, weekly, or monthly—but how often should you really be reporting? High-Frequency Advantages There are some key advantages to reporting more often that might push you toward daily reports:
Low-Frequency Advantages However, there are also advantages to longer intervals between your reporting cycles:
Factors to Consider As you might expect, every situation is different, so we can’t make a recommendation for any specific interval between marketing reports. However, there are a handful of variables that should be able to help you make a decision:
There’s no “right” answer for timing your marketing reports, but there are situations where the frequency of your reporting matters. Think carefully about your unique situation and turn to the advantages of each end of the spectrum if you’re having trouble making a final call.
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