Viewpoint – Measuring the right things
Les Binet DDB Matrix
Peter FieldConsultant
We live in an era of accountability. Everything must be measured so that we know whether we are making progress and, more importantly, can prove to our bosses that we are doing so. We have a very successful and progressive market research industry that can supply all kinds of metrics to management teams to ensure that their brands are on track.
So how come most of us study the wrong measures?
Analysis of the 880 national case studies of the IPA effectiveness dataBANK (see...