Look for those activities you can measure, track and manage from start to finish. It’s the only way to justify the resulting value from your budget and the only way to avoid a good spend from being cut because you can’t quantify performance. Don’t get distracted by what ‘feels’ like success. Success comes with hard numbers and that only comes from activities with attributable ROI.
Measuring your marketing activities is the only way to validate performance and the results that come from them. And you need to do this so you can make fact-based decisions, and not merely based on what you think might be working.