Good ideas are only effective if they are monitored
and measured.
Owners and managers often are much more
eager to try new ideas than they are to follow up and monitor the progress of
the new practice. For example, offering customers a discount on services
through a coupon mailing campaign sounds like a good idea. However, if the
results of the marketing effort are not tabulated, the mailing may have ended
up costing more than it produced in extra revenue.