Measurement and Metrics

Antony Young

Chapter Chapter 12 in Brand Media Strategy, 2014, pp 191-204 from Palgrave Macmillan

Abstract: Abstract I face a tough challenge with this chapter: how to make measurement and metrics interesting enough for a planner to want to read it!

Keywords: Communication Goal; Super Bowl; Business Metrics; Grand Slam; Social Mention (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44771-5_13

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DOI: 10.1057/9781137447715_13

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