Today's 3 Minute Ad Age spends its first two minutes raising an issue that a number of us at the Edgewater Conference discussed earlier this year: philosophies of measurement. The question is: does every customer-facing component of a multichannel marketing campaign need to have response data to demonstrate its effectiveness? I was surprised that this was an issue at some organizations; it seems clear to me that, no, each component needn't demonstrate its return to be used or used again. The consensus at Edgewater seemed to reach the same conclusion.
Now, this principle can be played out to irresponsible degrees, and - outside of a singular campaign - this doesn't hold water. But, within one campaign, in which the interrelation between the components can be clearly explained and, far better, observed in some way, then the principle stands.
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