Uttercast: Measurement, ROI & Other Scary Words
What did I come away with? A mixture of pragmatism and hopelessness. Pragmatism
in the phrase "measure what you can measure." We often try to get our minds around measuring things that are a bit abstract. This is especially true in public relations, where our efforts are often a couple of steps removed from business results, or our ends are concepts like "branding" and awareness." Hopelessness? That our bosses and clients still want measurement and justification for the abstract. Don’t think we have the silver bullet – yet.