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 tweet with a hashtag in it. Those of us who did so were eligible to receive something free if we were in the right place at the right time. It was great! I got a good prize out of it. But there were steps along the way where I wondered if the team would be able to collect all of the data they might want. Continue reading