The highs and lows of comms measurement in 2016
Measuring messaging is a challenge, no doubt. Here are the thrills of victory and the agonies of defeat from this year.
It’s been the best of times and the worst of times for communications measurement. That gives us plenty to write about.
The best of 2016
1. The maturing of the measurement market
At the top of my list are new integration tools and case studies illustrating how earned media placements are driving business results. There is no doubt that the market is maturing. Despite setbacks like this year’s Measurement Menace, we are making progress in replacing AVEs and other ineffective metrics.
2. The launch of the AMEC Integrated Evaluation Framework
It’s not the ultimate solution that the hype might lead you to expect, but it is a good guide to establishing your measurement program. If nothing else, it will force a lot of people to get solid answers to fundamental questions before measurement can begin.
3. The arrival of the 800-pound gorillas
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