Effectiveness and digital media – how to avoid the trap of knowing the price of everything and the value of nothing
Greg Grimmer
CUT ONCE, MEASURE TWICE …
As I approach this chapter and attempt to do justice to the given title in the IPA's most sacred tome I am reminded of the advice given to me very early in my media planning career by one of my first planning directors:
As soon as you spend it, measure it.
By measurement, the advice being given wasn't the counting of eyeballs (or indeed the extrapolation of panel data) but the creation...