Category Archives: Communication Measurement

What the Numbers Don’t Tell Us

April 19, 2010 – 3:35 pm

by Aaron Heinrich
The interesting thing about statistics is how they can be used to make or break a point depending not so much on the numbers themselves, but how the numbers get used, and what you need to keep in mind when using them. Take this statistic from the Bureau of Labor Statistics–by 2014, nearly [...]

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Measuring Up – Why Views, Hits and Attendance Really Matter

February 19, 2010 – 10:10 am

by John Robertson
A lot of new thinking on communication measurement (including ROI’s) focuses on measuring the outcomes of communications.  Specifically, did behavior or attitudes change?  In the end, this is what matters, but it doesn’t mean we should abandon other important measurement activities which are still very useful for evaluating the overall effectiveness of a [...]

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