Vanity Metrics – Beware!

“For years, corporate marketers have walked into budget meetings like neighbourhood junkies. They couldn’t always justify how well they spent past handouts or what difference it all made. They just wanted more money – for flashy TV ads, for big-ticket events, for, you know getting out the message and building up the brand. But those heady days of blind budget increases are fast being replaced with a new mantra: measurement and accountability.” – Business Week