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Don’t Blow Your Budget On Measurement

By Rob Clark / February 18, 2015

When it comes to marketing and communications, information has a value that is very straight forward to calculate. All too often the cost to retrieve and share that information exceed its value, leading to a general consensu

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Advertising Equivalency’s Hangin’ Around Like a Bad Smell

By PR In Canada / February 11, 2009

Much has been written in recent years of the perils of advertising equivalency so, while one might think that it’s not something we need to revisit, it is. It’s frightening how many folks find their way to my blog—and I suspect any other measurement blogger out there—on a daily basis because they’ve searched for a way to calculate ad value.

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Measurement-by-Tactic vs. Measurement-by-Objective

By PR In Canada / December 17, 2008

Research IS measurement. Measurement IS research. The same techniques and tools. The same continuum. Different times, perhaps, but they are co-dependent and co-enablers. Using research in a pre-campaign, formative capacity can puts us in a more measurement-friendly place post-campaign.

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Measuring Stakeholder Relationships: A Case Study

By PR In Canada / December 5, 2008

We work in an increasingly ‘direct-to-stakeholder’ world. Stakeholder, influencer, key opinion leader relationships are everything in this business. So if the industry is investing time and money in initiating, building and maintaining relationships with stakeholders for mutual benefit, then there sure better be a way to first diagnose the situation, respond to it, then measure […]

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The Waterline in Research & Measurement

By PR In Canada / November 26, 2008

Most of us have seen Titanic and the source of its demise.  If you haven’t seen it, perhaps you’ve seen an iceberg on the Discovery Channel, on a bottled water commercial, or on one of those marginally corny corporate motivational posters that were all the rage in the late 90s. In any event, picture an […]

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