Wednesday, June 08, 2005

The Limits of Metrics 

This is an interesting story because in its short space, it raises and disabuses the notion that everything can be measured in communications. How does one measure word of mouth accurately? You don't, at least not yet, and you may never be able to measure all permutations of the strongest way to raise credibility.

So, while we work hard at measuring what we do, let's not forget we are tackling a job that will never be completed.

similar to your post about publicity, one could come up with metrics... but would those metrics be accurate? w/ word of mouth marketing, or any type of viral campaign, its probably impossible to get the full picture of impact...

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