Not too long ago, ChurchoftheCustomer.com pointed our attention to a new paper published by Harvard Business Review (Don’t Blame the Metrics by Kevin Clancy and Randy Stone). The main take away (for me, at least) was that there now are more and more ways to accurately track ROI for specific marketing efforts. While my favorite part is, according to a 10-year study by Copernicus Marketing Counseling, the average ROI for advertising is now below 4%, my second favorite part is this:

Marketers aren’t unhappy because they can’t measure marketing performance. They’re unhappy because they now can and they don’t like what they see.

I can’t help but crack a smile at this statement. Because it means that there’s no more hiding behind “the results are unclear” and “we’re not sure about the numbers” statements from both CMOs and their traditional ad agencies that crank out TV, radio and print and call it a day. It’s just a matter of time before they are exposed. And they are shakin’ in their boots - which is a great thing.

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