But its balance-sheet is running up against constraints.

ECONOMIST: The Federal Reserve

But the true measure of our prosperity is more than just a running tally of every balance sheet and quarterly profit report.

WHITEHOUSE: REMARKS BY THE PRESIDENT AND FIRST LADY AT A CAMPAIGN EVENT

So whilst click-through rates on emails and website hits are both free to measure and very seductive, it takes time and money to measure the value of your brand (many big PLCs value these on their balance sheet as goodwill running into several hundred million).

FORBES: Measurable Marketing Not Always Effective Marketing