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Growing up, I watched the movie Clueless about once each week. I loved that movie. And seeing it on TV the other day reminded me of two things: 1) I missed a lot of drug and sex jokes when I was a kid, and 2) Cher’s closet can teach us a lot about measurement.

You know the closet. It has a computer catalog that can sort through individual tops and bottoms to find a perfectly matched outfit. More importantly, it will take any two pieces of clothing you’ve chosen and tell you if they don’t match.

Ideally, you should use a very similar method when brainstorming and deciding on measurement for new campaigns or programs. Think of the marketing and creative teams as Cher, the fashion selector. Analysts or dedicated measurement teams should take on the role of the computer. Read the rest of this entry »