In Marketing, everything is measurable

When I was heading the marketing function at a well-known Internet company, my team followed a strict code for measuring every single marketing $ that was spent and thus, the words "Everything is Measurable" became a part of the way we evaluated our marketing campaigns. 

The belief that every single marketing $ should be and can be measured, is at the core of how an organisation views and evaluates the performance of its marketing strategy and plans. And this becomes doubly important for a start-up - funded or non-funded - because ill-advised marketing investments can really hurt a company.

Here are a few best practices I have experienced while putting in place a process for evaluating marketing investment.