16 Principles for Doing Marketing Analytics Well

1. Have Clear Measurable Objectives Objectives are what you are trying to achieve. They are what you aspire to. They usually take time to realize. They should be spoken in plain language. Things like “Build our reputation as an industry leader in..” or “Increase market share with…”. Objectives should show measurable improvement. They include words like grow, increase, more, reduce, and improve. Objectives are not requirements that can be checked off. Many times I’ve heard objectives such as “Make our website our brand hub.” This is a requirement, not an objective. Once you build all your brand assets and messaging into your website, it effectively becomes your brand hub. Check that one off.

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