Every executive has an opinion. True life stories:
- They'll "order" you to use Grateful Dead like music in a radio spot because they're a fan... and then tell you to jack the volume up real loud so you can't even hear the message. Without measurement, you won't be able to fight back.
- Others will tell you to run TV commercials on a mass media channel (because they like the channel) to drive traffic to some small real estate development buried in the middle of that vast viewing area. If you don't measure the results, that executive will continue to ruin your sales and waste your marketing budget.
Facts must overrule personal preference. This announcement is another big win for measurement ammo.
Facts must overrule personal preference. This announcement is another big win for measurement ammo.
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