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