Know what you are measuring

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7. Accountability (measurability)
Measuring is knowing, a statement that is often used in marketing. Unfortunately, we still see too often that marketing efforts are not properly measurable.
Accountability may be an odd one out in this list, it is not so much a 'digital must have' but a must to make your efforts measurable.

Set a goal
You can use all conceivable marketing resources, but without a well-formulated goal, you cannot measure results and it is impossible to see what marketing actually brings you.

Statistical packages such as Analytics give you an incredible amount of data, but too often we see that these packages are not properly implemented. And as is often the case, garbage in is garbage out. Make sure that packages such as Analytics are set up properly, that they measure the right goals and that it is clear which marketing tool is responsible for a conversion.