Why Good Marketing is Hard to Measure

People often ask, "what's your response rate on your direct mail marketing to Sellers?" It seems like a simple question, but the answer is not as simple as one might think. The counterintuitive truth is this: good marketing is hard to measure. In this episode, Jeff explains what good marketing is—and what it is designed to accomplish—and explains that good marketing should be difficult to track because it is relational in nature, not transactional.