Marketing Measurement issues

Pat LaPointe of Marketing Measurement Today shares his top 7 strategic organizational obstacles to marketing measurement. They are:

1. Setting performance metrics beyond the span of control
2. Letting the metrics become the objectives
3. Impeding the flow of bad news
4. Delegating measurement strategy
5. Allowing IT to control the agenda
6. Neglecting to give researchers and analysts respect
7. Forgetting about training in measurement

8. Neglecting analyst education in the intangibles - In order to accurately and quickly provide senior management with actionable analysis, analysts need to understand the full picture not just the data.
9. Information control issues - Information is the lifeblood of many businesses and thus senior management sometimes has issues sharing confidential company secrets with analysts.