Starbucks relaxed about metrics

I'll be happy if we create a single cheer chain," said Brad Stevens, VP-marketing for Starbucks. He said he's more interested in the qualitative response, as the effort has no traditional marketing metrics tied to it.

A lot of the folk I've been working with this last year are really hung up on metrics. Now, in this age of controlled procurement and tighter budgets I can sympathise with the need for clear ROI but it's nice to see businesses experimenting with engagement.

I'm sure we will eventually figure it all out, but in the meantime, advertisers could be getting a move on. If I have to go to another meeting that concludes with the client asking "could I see one you've done before" I'm gonna scream...

Advertising Age - Starbucks' Holiday Viral Effort Doubles as Social Experiment