Items tagged "communication"

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More on metrics

Posted: 1st April, 2011 | 0 comments


Aristotle said the natural state of matter is rest, so he had to explain motion: with the concept of the Prime Mover. Newton said the natural state of matter is motion, and explained rest in terms of friction. They both looked at exactly the same evidence and drew opposite conclusions.


I think we’ve got a similar problem in marketing metrics. Marketers have been on a long and fruitless wild goose chase – the quest for ‘evidence’ that they are changing consumer behaviour; for evidence of their role as the Prime Mover of markets. We can stay on this…