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?