Cico!

To the younger readers of this blog Cico is an Italian and one of world's best breakdancers, known for spinning flares with maximum number of spins.

To many of us in the marketing community it's an acronym used for analysing the results that we pull out of databases and CRM systems.

I've blogged on many occasions that if you don't measure it you can't manage it, but what if your attempts to measure are flawed because of incorrect data? Surely this is a bigger problem, since you will be basing your plans, strategies and hard-earned marketing budget on defective information.

So remember, it's not enough to measure your outputs without making sure that your inputs are valid.

Oh, and what does Cico stand for?

That's simple: Crap In, Crap Out.