Friday night I had dinner with friend Adam Small, CEO of Agent Sauce – a real estate marketing platform. Afterwards, we decided to go see Thor in IMAX 3D. After the other movie previews ended, the packed audience settled in… until we heard an alarmed yell in the theater:
“FOCUS!”, the man yelled.
The theater was silent… and a few minutes later, another yell:
“PROJECTION ROOM… FOCUS!!!“… now angrier and louder.
Just then an audience member came to the rescue:
“Dude, put on the glasses.“
The audience roared in laughter. Without the 3D glasses (the tool), the movie wasn’t much to watch. This is why metrics and analytics are such an important part of every campaign. I’ve met with many clients who think they have a clear understanding of their marketing strategy, their investments through each medium, and the resources necessary to execute.
Without the tool to fully measure them, though, the result may be a bit fuzzier than they had imagined! Before you execute your next campaign, make sure you have your glasses on!