Measuring Marketing Effectiveness
“I’m convinced half of all the money I spend on advertising is wasted; the trouble is, I don’t know which half.” – John Wannamaker
If you manage – or help pay for – your firm’s marketing expenditures, this quote likely has some resonance for you. “How do you know if it will work?” is a question I hear frequently in meetings with lawyers while discussing different marketing initiatives.
How does a firm track the effectiveness of its marketing efforts? The answer in most cases is anecdotally, if at all. If you are a sole practitioner dealing with every phone call . . . [more]
