"Like anything else, metrics are key. You cannot manage what you cannot measure. Without accurate, precise and reliable metrics we are left to wandering in the dark. Measurement alone does not guarantee success. You must have a measurement of high quality. NPS is an example of a poor measurement. Although initially very popular due to its simplicity, as researchers investigate and learn about the simplicity of NPS, it becomes apparent that it lacks accuracy, precision and reliability. In fact a poor measurement is worse then no measurement at all. It gives a false sense of security, and we make decisions with confidence based on bad data, that often turn into bad decisions. At the end of the day, high quality metrics are a critical success factor."

Larry Freed President and CEO ForeSee Results

"I still hear too may agencies say 'Well, you can't really measure this, can you?'. B******s! Agencies are here to flog stuff, plain and simple and if you can't properly measure the efficacy of your work then you deserve to lose the business."

Martin Ballantine Director of Experiential Launch Group