It's a Marathon, Not a Sprint
It's great that there are technology solutions to help companies measure marketing initiatives and other formerly intangible programs. But the fact that you can now measure short-term impact doesn't mean that you should react quickly to the short-term results. Last week I spoke to Firefox's community coordinator Asa Dotzler, who emphasized that any customer interaction program needs time to develop. "Looking at a three-month ROI on a customer interaction program is missing the point," he said. If you can be engaged with your customers on an ongoing basis, go for it. You may learn a lot more than what fits into a project plan.
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