Fifteen ways not to evaluate your communications

Les Binet, European director of DDB Matrix (DDB's econometrics consultancy), knows that 'disentangling the effects of communication under real market place conditions can be like trying to find a needle in a haystack'.

Fifteen Ways NOT to Evaluate Your Communications

Les Binet

Measuring the effects of marketing communications is inherently hard. For most channels, there is no direct link between stimulus and response. Nor can one always see the effect by eye, because...