Looking for Evidence: New Measurement Approach Turns Old Tactics Upside Down

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.

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