• Track what you're doing.
  It's not good enough to implement a strategy. You need to track every last detail associated with every move.
• Know the cost.
  When you know your costs, you know if you're staying within budget. When you know your costs, you know if you're generating a positive return on investment.
• Track the results, too.
  When you track results, everything else begins to make more sense.
• It all comes down to ROI.
  You need to generate more money than you're putting out. Enough said.
• Now it's time to tweak.
  Sometimes you'll make a move that pays off. Other times, you'll make a change that works against you. […] As long as you're tweaking your strategy based on what works and what doesn't work, you can live with what happens.

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