No guarantees

Nice article over on The Grumpy Brit today with a perspective on measurement that I plan to steal with pride.

"The relatively new culture of accountability has mutated into the quest for guarantees. I don’t care how many metrics and tracking devices you have in place, there is an element of risk in all marketing. The goal of marketing is to influence human beliefs and behaviour. If there were guarantees to be had, criminal activity would be a thing of the dim and distant past and we would never argue with our spouses or children.

What drives successful marketing is informed creativity..."

Can't steal all of it though, you can read the rest on the site.