eMarketing Services:
W. Edwards Deming, the father of quality control, is often mistakenly* attributed with having said, “You can't manage what you can't measure."
He actually said that "The most important things cannot be measured", but that "You can expect what you inspect."
These principles hold true when it comes to site optimization and online marketing.
There are some things that just cannot be measured – for example we cannot know the exact impact of a specific change to a site on its “search-positioning” since all search engines closely guard their algorithms.
However, if we do not measure the things we can, then it is very hard to get any sense of success or return on investment.
The framework that Modern Media uses is a cycle of measures and optimization steps, over time that are geared toward making the desired impact or improvement – typically the final goal is to increase lead generation.
*http://en.wikipedia.org/wiki/W._Edwards_Deming
