Insights

/ Insights / Why Measurement Matters

Free thinking from Grayling people

Why Measurement Matters

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 communication 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.

 

Please download the paper, and engage in the debate on Twitter, using #AMECmm. It’s an important conversation.

 

Jon Meakin is Grayling’s Global Head of Strategic Services.


Download 'Why Measurement Matters'

Grayling Team

Latest Insights

26th November 2018


If Only I Had Known...

Account director, Crystal Yang reflects on the things she wishes she had known when she was starting out in PR... The three things I wish I knew when I was an Account Coordinator: 1. Don’t...

Read More

26th November 2018


Dear Victoria’s Secret, I’d Like to Help 

Grayling US chief client officer, Danica Ross shares her take on the retailer's woes. As Forbes recently reported, Victoria's Secret saw its fiscal third-quarter operating income tumble...

Read More

20th November 2018


Niche work if you can get it

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