When you are planning on introducing a new marketing tactic to your company and applying it to the business cycle then make sure your suggestion is based on previous data. Even if the idea is a hunch or gut-feeling there should be some measured examples to support the plan.
Though this information cannot guarantee results it gives the person enough confidence to pursue the plan and see it through. Even if you fail there is a lesson in the attempt and the next time you try something new you will be better prepared. Any parameter that can be measured can be improved.
Therefore it is always a good idea to keep measurements for every marketing strategy for future reference so they can be analyzed when needed and improved by making informed changes.