Is your budget (or boss) too tight for measurement?

Six arguments to fund accountability and—in case they don’t work—five ways to do no-cost measurement

It’s budget and planning season for many of you. If you already have a measurement system in place, you’re probably examining last year’s results to determine what worked and what didn’t work.

But chances are good that many of you are sitting in front of a spreadsheet trying to figure out how to squeeze enough dollars out of—or into—your budget for a measurement program.

There’s nothing harder than initiating a new program in the midst of a tight economy. To that end, here are some good arguments to back you up when you make your case: