Measure what matters

This article discusses the issues inherent in measuring advertising performance in hard or soft data, arguing instead for a measurement of goals evidenced by multiple metrics.

Measure what matters

Jason Burby and Jason CarmelPossible

Using hard and soft metrics is never a case of one or the other. Businesses need goals and these are best served by multiple metrics, some hard and some soft, the trick being to understand which work best, even if sometimes they seem messy and inaccurate.

In November 2014, comedian Bill Cosby's social media team released what had to be the worst marketing idea since… no, it was actually the worst ever. It was a meme generator that allowed you to select a picture of the Coz, add some...

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