Anticipating Uncertainty

Jenga game

Tips for marketing in an ever-changing world

By Peter Decoteau

If the past two years have taught us anything, it’s that plans and strategies are only as solid as the circumstances in which they’re created, and the only certainty in business, as in life, is uncertainty.

Minding the Gap: Measuring the ROI of Traditional Marketing

a bridge broken in half
By Peter Decoteau

The ever-present challenge in marketing is the push and pull of action and measurement; learning, strategizing, coordinating, implementing, measuring, refining, rinse, repeat. Digital platforms have afforded us the ability to “close the gap” between executing our marketing efforts and measuring their success—if not completely, then to a much more precise degree than ever before.

Copyright © 2018, Private Practice Section of the American Physical Therapy Association. All Rights Reserved.