Do Metrics and Measurement Matter?

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in Business Management

The cover story in this month’s issue of Training & Development magazine is “Metrics and Measurement: Do They Matter?”

The article argues in favor of measuring success in sales training and performance … vs. (I would guess) NOT measuring it.

The fact that the headline is phrased as a question implies that there are people who are AGAINST measuring the results generated through sales training.

Sounds unbelievable, doesn’t it?

Yet, there are people who don’t measure the results generated from their marketing programs.

And there are those who never test marketing ideas against each other in a simple A/B split.

They argue passionately about whether concept A or B … or headline A or B … is better, when they could quicky and easily test the two concepts or headlines online at minimal cost.

Marketers give lip service to testing, but except for the bigger direct marketers, most companies do little measurement and even less split testing.

I think the top reasons for lack of testing and measurement are:

A. Lack of knowledge of how to conduct a test.
B. View testing as too much work and hassle.
C. Not sure what they would do with the results.

Any other reasons you can think of why so many marketers measure their results minimally if at all?

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