"You have to measure everything. You have to measure something. You have to measure anything. Marketers should think in terms of measurement. Many marketers live in the land of 'arts & crafts' and do not consider anything beyond some Google Analytics or ESP reports. Marketers often don't consolidate information into actionable data. The future of marketers' jobs lies in their ability to measure performance. Marketers need to get on the stick and start reporting."

- Jeanne Hopkins