Chapter 12 - Don't Forget About Measurement - by Miko Kershberg

[Paul Terlemezian]

How interesting it would have been - if this were chapter one? (or no later than 2 or 3?)

This chapter also helped me find the disruption because it clearly described the gap between "Advertising is the art of getting people to buy things they don't need with money they don't have" (Chapter 4) "...no navigation and no escape for visitors other than clicking on your calls to action." (Chapter 6)

and

The customer who will become a repeat customer because they understood how to use the product successfully and they experienced success (thank you Karl Hellman.)

Could the Digital Marketing Measurement Model be expanded to include the success of the customer using the product? I have read that the Pharma industry spends 75% of its budget assuring that its products work. I hope that the marketers at Pharma companies are not trying to get me to buy products I do not need (Yikes!)

Pharma makes statements in writing about the success of their customers and has accountability for the accuracy of the data and conclusions. They understand why the product might not work and guide me as the consumer to effective use. Mobile, Social and Responsive (the revised definition of responsive) would allow for The WSI Marketing Lifecycle (TM) to expand the application of DMMM in the Manage Results phase to include the results experienced by the customer.

Very few people believe marketing claims of non-pharma products because there do not appear to be means to verify marketing claims written by those who practice the "Art of Advertising."