Measure twice and cut once: measuring what matters, properly
John HallwardGlobal Product Development, Ipsos-ASI, Canada
MEASURE TWICE, CUT ONCE
The woodworker's concept of “measure twice, cut once” comes to mind when I think about media planning and media measurement. As with the cutting of wood, once the media decisions are executed, there is no going back. Improper measurement leads to inefficient outcomes, at great cost. I fear that much of the industry's current media planning is based on improper measurement. Hence, I feel the need to say “measure twice, cut once”.
In order to manage the optimization of advertising...