We are on the precipice of a watershed moment in measurement, and the tipping point is integration - and not in the traditional sense of breaking down silos between marketing and PR. That is part of it, true, but the future of measurement hinges in integrating - or merging - multiple measurement factors to develop the most comprehensive metric. Yes, you read it right - that's 'metric,' not 'metrics,' and one major corporation is defending this with the argument that one is the loneliest number no more.