Australian Marketing Institute – What is Metric Madness?

I read with interest an article by marketing legend Al Ries titled ‘Metric Madness: The Answer to Mathematical Failure Seems to Be More Math.’

Al Ries talks about what he calls ‘Metric Madness’ a notion that companies can run everything by the numbers – especially marketing and how its becoming the hottest concept in business.

Sadly for us downunder, ‘Metric Madness’ is being championed by our very own peak industry body – the Australian Marketing Institute. They’ve been pushing it for five years.

Al Ries says “Marketing is certainly not 70% mathematics. It’s not even 1% mathematics.” Not in the hallways of our Institute.

Yes, the commonsense wisdom of the Australian Marketing Institute wants to place the marketing department under the control of the finance department and crown CFO’s as brand champions.

Our Chairman’s rallying cry for this concept was “there is a good argument that this approach should be increasingly adopted by Australian businesses. Let’s hope so; marketing will be the better for it!”

Lucky for our industry, the Australian Marketing Institute is not very good at imposing its will on others – marketing being done by analytical oriented people. It just doesn’t work.

Read Al’s article, it’s a good read.

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