A fixation on the current metrics also has led to a cottage industry of companies that allow podcasters to buy a certain ...

Forget about the big numbers of total page views per month or unique users per month.Those numbers are misleading and meaningless. They had meaning only in the days when the media business depended on ...

Numbers Matter Only When They’re Talking About the Right People All consumers are people. However, B2B consumers look at the buyer’s journey differently than B2C consumers.

Media monitoring can no longer be just about the number of placements, the reach, and the tone. In fact, it’s important to understand how placements are prompting the actions we need to achieve ...

We need to leverage data and metrics selectively and judiciously, just as we should recognize and leverage selectively the accumulated wisdom of reflective practitioners in a range of domains.