Over the years I have preached (sorry) about how important it is to measure success. All plans need measurable goals or how will you know if the are working. There are lots of tools available to help measure how your communication/marketing strategy is working online, or even in the traditional media world.
And there is always the opportunity to actually talk to customers to get their feedback.
It’s important to analyze the data to know what’s working and whether you are spending to achieve the best results. It can also help identify opportunities that may not have been part of your original plan.
It takes time to wade through the analysis, particularly with the array of tools available.
Adjustments mid-course can be risky and it’s unlikely you are ready to quickly pull the plug on a plan that just a few months ago was the future of your company. But doing nothing is not an option. You’ll probably overthink it, and come up with several reasons why now isn’t good time to tinker. You will rationalize that you have plausible reasons, and not just excuses.
Push past the paralysis of fear and take a leap of faith, and even if you fail, you’ll farther ahead than if you did nothing.
Measuring your business activity is important. Analyzing the results equally so. Make sure you act on them.