Five Steps To Take After A False Metrics Issue

Many Numbers, No Friends

Here's something that should never happen, and all too often does, in marketing and advertising: your metrics come under question. Either a portion of response isn't being counted, some attributed revenue error has occurred from crossed wires, a keypunch error occurs and does major damage, reporting from a third party source fails you, and so on, and so on.

Let's also assume it's not your fault, and you still have a gig. What should your next move be?

1) Resist the urge to go off on a multi-state killing spree, even though no jury of your peers would give you anything more than time in Country Club Prison as a punishment.

Well, mostly because marketing and advertising people are rarely on juries, and mostly because it's very unlikely that any of your victims are to blame for the situation. Besides, it will get misinterpreted. If you must rage, I suggest weeding. Very aggressive weeding.

2) Wait to publicize the problem until you have a plan. 

Bad news spreads fast, but bad news with no greater subsequent action of "Well, I've told you about this, so now you can feel as bad about it as I do" is just irresponsible. If your numbers are getting adjusted, or previously known points are no longer known, you want to own that, rather than have it given to you.

3) Find the benefits -- and yes, there will be benefits. 

Are there expenditures that you can now cut, bullet points that you can leverage in negotiations, or others in the industry that are operating under the now discredited assumptions? These need to be brought to your management's attention immediately, not because every cloud has a silver lining, but because they are opportunities that should be exploited. Fortune favors the brave.

4) Develop contingencies, back ups, and useful suspicions. 

Even if no one is blaming you for this adventure, that doesn't mean you shouldn't be thinking about steps to take to make sure it doesn't happen again. Maybe more supervision of keypunch work, espionage work to see what rates and practices the rest of the industry is following (so you don't find yourself at a suspicious level again), or a third-party audit to give everything a sanity test. Oh, and try to make sure that everyone remember this the next time that some troublesome number is taken as gospel. Never let a crisis go to waste, folks.

5) Try to look at this from a future perspective. 

Finding errors is never fun, but the nice part is that once they are found, you don't make them any more. Doing marketing and advertising is kind of like driving a tank; if your view and gauges aren't showing reality, unplanned things are going to happen. Life is better with planned things. And certainly a lot easier on the other vehicles in the parking lot, and the fauna.

Anything to add? Would love to hear from you in the comments. Remember, the truth will set you free!

                                                                * * * * *

Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.