Measure For Measure

I recently met Doug Hubbard, a man who loves to measure things -- anything. When it comes to marketing, one of the most elusive factors can be how to quantify tangible results. Even when you can show a correlation at some level, it's usually tough to show a solid quid pro quo.

In his new book coming out this fall, Doug takes pride in finding (or making) a meaningful yardstick in those situations where it seems particularly difficult to do so. Watch for it -- "How To Measure Anything."

I hope it does as well as that other book about "applied information economics" by Chicago professor and rogue-economist Steven Levitt.