5th November 2018
There is an old saying, that “What gets measured, gets done”. Well in marketing and communication terms, one could adapt that and say “What gets measured, gets budget”. And that is at the heart of why measurement is so important to in-house marketing and comms teams, fighting for budget when we are all expected to do more with less, and for agency folk who want to show that our bold thinking can actually deliver.
At Grayling, measurement is something we take seriously. That’s why we are active members of AMEC, the international Association for the Measurement and Evaluation of Communication, where I am a board member. Our own approach to evaluation is based on the best practice laid down by AMEC, and we are helping to shape how that evolves, as new technologies like AI come into play.
November is AMEC Measurement Month, a time for all of those involved in the communications industry to focus on this most important of areas. In support of this initiative, Grayling is publishing a series of free white papers, each authored by leaders of our agency, and each one focusing on different aspect of measurement and evaluation.
The first, available here, I have co-authored with our US chief client officer, Danica Ross, whose extensive client-side experience gives her a particular perspective, and insights to which many agency people may not otherwise have access.
Jon Meakin is Grayling’s Global Head of Strategic Services.
20th November 2018
Communications professionals are getting more narrow-minded – in a good way! Grayling’s US chief client officer, Danica Ross, explains in the latest of our #6x19 trends forecast series. In our...Read More
19th November 2018
When it comes to measurement and evaluation, there are many challenges present today that didn’t exist years ago. Breaking down these challenges and integrating all of the data is difficult but...Read More
15th November 2018
As part of our #6x19 trend series, Klara Banaszewska unveils the emerging need for marketers to incorporate sound as a central focus in communication strategies… We’ve come a long way since...Read More