Going through some files tonight I found this quote, and I can't for
the life of me track down the name of the 'author' but I will share it
regardless:

"Measure what you need to change. Sales? Subscriptions? Trials?
Whatever the next action is you need to accomplish through your
communications effort, make that measurement (which you’re already
measuring for your traditional business communications needs) the same
number to track."

This was a little all over the place in its thought, and it was
regarding social media business design, but it struck me in a
different context upon review. We all know the 'du jour' in marketing
is measurement, but in reality we continue to create "campaigns" and
not solutions. I have been tracking Innovation and new model agencies
a lot lately and despite all the propoganda and spin on their services
the bottom line on why "firms' like Redscout, Naked, Anomoly and
others are creating value for their clients is because they strip the
"brief" to its fundamental question: "What specifically are you
hoping to do" as a business. They look at things objectively without
the fear of alienating agency profit centers and p/l's.

The goal of the old school'ers like Ogilvy and others was not to build
campaigns. It was to sell cars, milk, etc etc. And it should be
every marketer and their agency's as well. Every ad, every campaign
better do its job. Or you simply don't let it leave your shop.