The Importance of Business Outcome Measurement

W. A. R. C. Davies: Are there major buckets in measurement and tracking that we just have to be able to get right initially? Sales would be kind of the number one thing. Have you got that business outcome in a way that you can then measure that, he says. Then things like brand tracking are where quite a lot of marketers need to spend a lot more time,. He adds. "The bit in the middle is the kind of fuzzy bit"