The Internet makes us all more measurable. We can not only see the actual results of our marketing efforts, but we can see these results in (almost) real time. This has positive and negative aspects.
On the one hand it allows us to adjust our strategies and tactics as an online campaign unfolds. We can follow the clickstream up and down and see what works and what doesn’t.
On the other hand, it can mean that we rush to respond, becoming more reactionary in our efforts. By pre-emptively changing our approach mid-campaign, we can wreck our strategic approach before it can take hold.
I am all for measurement, but I am also (more importantly) all for ANALYSIS. By all means measure, but make sure you analyse the results carefully before communicating them to your client (or your boss). Hey, why don’t you keep your analysis to yourself for a day or two to see if anything else happens in the meantime. Sometimes it takes longer than a day or two for a trend to emerge. Have faith in your strategy, listen to your audience, and then give them something good to talk about!