Not more than 90 minutes left of 2006, and already the prognosticators are delivering some staggering predictions for the upcoming four quarters. Online worlds will proliferate. Avatars will grow more popular. People will pay to have their cell phones and PDAs locked up on vacation. And most staggering of all: brands that keep it simple [...]
References to the presidency of the late Ronald Reagan aside, the comingled idea of Teflon and brand has come up several times this month for a PJA client. Despite its best efforts, in fact despite its five-star ethical performance and voluntary reporting of its own statistically significant negative scientific results to a government oversight [...]
Although Cymfony may claim a higher-level algorithm developed for the government (whatever that is), Nielsen’s new BuzzMetrics is generating more, well, buzz. Bring together MBAs, 2.0 specialists and algorithm developers, and you get BuzzMetrics (and a big story in this Sunday’s Times). Like Cymfony, a PJA partner, BuzzMetrics claims to be able to sweep through [...]
The term “social media” has been in the modern marketing lexicon for a little over two years, with what I would deem an explosion of sorts over the last year. During this period, many of the old guard media – particularly in the newspaper industry – have been loathe to change their ways, and [...]
I recently participated in a measurement panel discussion and it reminded me of the unique measurement needs of BtoB marketers. All marketers need to measure their campaigns for two important reasons:
To measure effectiveness
Communicate internally
Measure Effectiveness
Good measures of effectiveness use relevant comparisons to tell marketers when their dollars are well spent. Many marketers start by looking [...]
