PLANNING - Step 4 - Mapping the Attack
06.02.00 Marketing metrics.

Marketing metrics need to co-exist with the ability to exploit uncertainty. It may seem as if embracing uncertainty means throwing all fiduciary caution to the wind. By suggesting that we have to embrace uncertainty in order to maximize effectiveness I am not saying that we need to decrease financial accountability. Instead of budgeting we talk about framing which is a different approach to allocating and managing enterprise resources.