Measurement is the bread and butter for communications executives, as this professional population is constantly on the lookout for tangible ways to quantify their efforts and, in turn, get buy-in from the powers that be (clients, senior management, investors, etc.). But measurement inherently implies an end point of some sort; it's the "thing" that happens when all is said and done, and it's time to crunch numbers--or is it? A growing number of communications industry leaders are shaking up the concept of measurement, moving it from the back end of an initiative and making it the proverbial prequel. Think of it as evidence-based communications: the act of shaping strategies around hard facts and research that's gathered before the planning stages begin.
Looking for Evidence: New Measurement Approach Turns Old Tactics Upside Down
You might also be interested in:
- Most Effective Online Newsrooms ‘Hybrids’ That Serve the Media and Consumers Alike
- 4 Steps to a Winning Social Media Narrative
- 6 Ways to Integrate Employees Into Your Organizational Messaging
- 5 Questions to Ask Before Measuring Your Content Marketing Campaigns
- How Four Big Brands Crafted Multi-Platform Content Catering to Their Demographic Targets