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Now is the time to have a serious discussion about PR measurement and how we can advance the profession by throwing away old models and embracing the new. So says Andrew Bowins, an executive director at KPMG and a PR News Measurement Hall of Famer. By moving away from vanity metrics and into reliable insights—by “living at the intersection of big data and digital storytelling”—PR pros can elevate the conversation with the C-suite.

A solid digital dashboard can save you from being inundated by useless data and allow you to determine whether your social media activity is making an impact.