I've just completed my second book of the month (20 more to go for the year) – Data Driven Marketing by Mark Jeffery. It was a very detailed book describing “15 metrics everyone in marketing should know”. There were many take-aways from the book so I’ll just share a few here that really resonated with me. In the software world (or anytime you engineer or build anything) the best practice is to create a detailed specification which describes what you’re building. Call it a blueprint or design specification; you’re most successful when all the details are defined up front BEFORE you start building.  Jeffery drives this same point home with regard to marketing campaigns... Define Read more [...]