Measurement and accountability are hot topics these days. According to a recent study by consultancy Avidan Strategies, "When asked to name the ways in which agencies must improve, 71% of brand managers cited accountability."

Although the exponential increase in the availability of customer and business data has enhanced our ability to measure success, it has also increased our chances of misunderstanding and misinterpreting it.

The following are five common errors to avoid when setting out to measure your marketing efforts.

1. Neglecting to Set Expectations

As Julia Glass quipped in I See You Everywhere, "I'd rather be pleasantly surprised than fatally disappointed." Without setting expectations with the team about what specific tactics can and cannot accomplish, you run the risk of skewing the perception of how your marketing efforts are truly performing.

For example, Web banners generally have low click-through rates, so unless you have a specific offer or powerful call to action, expect to use this tactic as a brand awareness tool. Facebook ads are creatively limited and also have consistently low click-through rates, but if used strategically to build a social presence or raise awareness they make sense.

By setting expectations with your team at the outset, you'll save yourself a lot of misunderstandings and explanations when the data rolls in.

2. Failing to Set Measurable Goals

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Jonathan Lewis is an account supervisor at McKee Wallwork Cleveland, a marketing strategy firm. He specializes in revitalizing stalled, stuck, or stale brands.

Twitter: @JonathanLewis11