By Rodrigo Pozo Graviz

In turbulent times, one of the first things we do is to look for where we can be more effective. But as a CFO told me the other day, we cut blindly because we don't know what's working and what's not. I asked why, and he said we don't have an ongoing measurement framework in place that we, on the financial side, can rely upon and trust.

My recommendation to the CFO was:

1) Agree with your Marketing team on what you want to accomplish, top-line growth, higher profits etc.

2) Test with the data available, which has the best leading signals.

3) Test the tracking data with historical numbers to align your trust in the data.