Can Everything Be Measured

I was at a Zoom class with Kotler. He said something interesting: in marketing, it’s important to measure everything because it allows you to fine-tune sales at the right time, in the right place, and at the right price. Nowadays, this is possible with all the online metrics. But, he said, think about it: you’re only measuring those who already know and want your product. If you completely rely on the internet’s capabilities, you’re missing out on people who could become your customers in the future and drive your sales. Think about the bigger picture: who could your product support in daily life, how could it fit in, and where can you show how it’s used to make people think? A good point, I think, from an 80-year-old professor. Let’s remember, we are of course all digital, but real life still matters.