Tag Archives: measure

Reducing Attribution Uncertainty

I’ve talked about measurement’s unsolvable problem before. Attribution is quite impossible with all of the complex and untraceable connections between our offline and online lives. That being said, there is still plenty you can do to reduce your attribution problem. While you won’t be able to give credit to each and every piece of marketingRead the rest of this entry

Measure Twice (at Least), Act Once

When you’re beginning a new campaign, it’s important to think through and execute at least two rounds of measurement: preliminary research and results. (There is a good argument for measuring along the way to make adjustments as well, but these two should be your priority.) Once you have set your campaign goals (remember to makeRead the rest of this entry

How Cher’s Closet Can Help You Measure Anything

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. YouRead the rest of this entry

Results are in the Eye of the Beholder

At one point or another, we’ve all heard a version of this story: A king brings six men into a dark building. They cannot see anything. The king says to them, “I have bought this animal from the wild lands to the East. It is called an elephant.” “What is an elephant?” the men ask.Read the rest of this entry

Planning Must be as Detailed as Measurement Will Be

You can measure nearly anything you wish so long as you plan properly in advance. It sounds simple, but it can be extremely tedious and detailed to ensure you will be able to measure exactly what you would like. I recently participated in a Twitter campaign in which consumers were asked to publish a tweetRead the rest of this entry

Seeing Through the Expected Results Weeds

Think about the last report you wrote or read. What was it about? What was the biggest takeaway? Now think about the data behind the report. Ideally that report told the same story as the data. It sounds like a no-brainer, but it’s surprising how many times I read reports that seem to totally missRead the rest of this entry

Marketing Mixers May Need a Cooking Lesson

Lately my boyfriend and I have been getting into cooking. Nothing terribly fancy just yet, but we’ve been cooking homemade meals every night for a couple months now. Whenever we select a new recipe, I try to read a few reviews and get a sense of what worked and what didn’t from others. Maybe theRead the rest of this entry

PR Needs a Moneyball Makeover

Even though The Lion King in 3D topped the box office this weekend, I raced to see the new Brad Pitt flick, Moneyball. I read the book on which the movie is based when I was in college just getting into PR and measurement. (If you haven’t yet read Michael Lewis’ book, Moneyball, I highlyRead the rest of this entry

5 Ways PR Measurement is like Predicting Who Will Win the NCAA

With the college football season in full swing, I’m having a harder time focusing. After all, the college basketball season is only about one month away. There’s nothing I love more than college basketball, and there are surprising correlation between measurement and the NCAA, specifically predicting the outcome of that tournament in March.Read the rest of this entry

Lazy Marketers and Faux Measurers Make Us All Better

Hear me out. The other day, Jay Baer wrote a blog post that made my blood boil. Absolutely boil. I’m sure my eyes bugged out at my desk, and I think I may have cursed a few times while reading it. But you know what? It made me think. Hard.  As did the comments, soRead the rest of this entry