You Treasure What You Measure
As we near the end of April, it’s the perfect time to pause, reflect — and measure.
In any project, campaign, or communication strategy, what you measure matters. It tells the story of your efforts, highlights what’s working, and, just as importantly, shows where adjustments need to be made. Without measurement, we’re operating in the dark — guided by instinct rather than insight.
Before committing any of your precious marketing budget through the second half of 2025, it’s essential to assess what worked — and just as importantly, what didn’t — in the year so far. Dive into your website and social stats. Investigate the outcomes of leads generated at industry events and conferences. Get feedback from customers, sales teams, and leadership on the engagement and impact generated by your thought leadership.
If you haven’t captured results from last year’s activities, make it your top priority this month. Don’t delay: set aside an hour or two to kick-start the process today. Because if you don’t know the return on investment (ROI) of every single activity you fund, how can you make informed decisions about where to spend money moving forward? And how can you defend the importance of marketing investment when times are tight?
Remember: not everything that counts can be counted, and not everything that can be counted counts. It’s easy to get distracted by surface-level stats like impressions or clicks. But true measurement digs deeper — looking at engagement quality, audience response, behavioural shifts, and real-world outcomes.
At Hatched, we believe measurement isn’t just a formality at the end of a project — it’s a living, breathing part of every phase. The real treasure lies not just in seeing the numbers, but in understanding them. When you treasure what you measure, you build stronger, smarter, and more responsive communications.
So, as April closes, Q2 opens, and H2 is on the near horizon, take time to review:
- What’s resonating with your audience?
- Where is momentum building?
- Which messages, formats, or channels are outperforming?
- What needs to be adapted or amplified for even greater impact?
- What’s not working and needs to be stopped?
Measurement isn’t just about accountability — it’s about opportunity. By valuing and interrogating your results, you unlock fresh insights that can drive better decisions and stronger outcomes.
At Hatched, we’re here to help you not only do the work — but understand the work.
Let’s celebrate the wins, learn from the lessons, and set the stage for an even stronger 2025.