Have you ever been asked for a report that you didn’t buy in to?

Have you ever created a report, only to watch a stakeholder scan-read it, only to voice their personal opinion anyway?

I’ve said it before, and I’ll say it again: Reporting Sucks.

Reporting can be a drain on company resources.

Measurement, can be a secret weapon.


“Measurement is the assignment of a number to a characteristic of an object or event, which can be compared with other objects or events.” – basically a game of X factor.


“A report is a document that presents information in an organised format for a specific audience and purpose. Although summaries of reports may be delivered orally, complete reports are almost always in the form of written documents.” – and it’s boring.

If you want to understand true value of your advertising investment:

  1. Look holistically at the full impact and communicate it to key stake-holders.
  2. Use common sense.  Seriously.
  3. List the channels who’s performance you know the least about (because it’s 2019, and you don’t need to fly blind anymore).  Relegate one or two, exchanging the advertising budget into channels that perform statistically well.
  4. Reduce any channel that can’t be tracked or measured.
  5. Understand which channels give you true value, and which channels hold back a bit of the value for themselves (some will send you enquiries, but wont send you the website visitor, so that they can look around at all of your products).