There is an important aspect that is being considered and debated by the marketing fraternity: are the behaviours that we measure really comprehensive enough?
Where do we measure the positive feeling towards a brand resulting from a good experience – be it to a message or a transactional experience? And where do we measure the translation of this goodwill or happiness-glow to sales?
That this translation does happen – we can be sure of that. As This is the secret sauce and difficult to control element that creates the unique success story for a marketer. This is really the unknown, unquantifiable and therefore less controllable aspect that we are all trying to narrow down and keep to a smallest area possible through all our measurements!
In short, are we still measuring the most critical aspect? Can we measure the most critical aspect?
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