Marketing must include tracking lots of data, right?

So you can make decisions based on that data?

Not necessarily.

Some things get tracked because marketers don’t like the answers they’re getting.

When sending an email marketing message, thank-you replies and swells in sales are usually deemed pipe-dreams. Open-rates and click-through rates are lousy alternatives to thank-yous and sales.

What if that email marketing campaign focused a little less on stalking, and a little more on making things people truly want?

When running a website, things like subscribes, phone calls and purchases are usually deemed pipe-dreams. Obsessive progression-point tracking can’t compare to making the phone (or the cash register) ring.

What if the website team focused a little less on stalking, and a little more on spending time with visitors to learn what they really want and need from that site?

Care and service blow tracking out of the water.

Track less, care more.