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When It Comes to Measurement, Context is King

When It Comes to Measurement, Context is King

by Nicole Moreo| October 8, 2020

For analytics professionals like me, there are few things more discouraging than the widespread addiction to quick, shallow metrics in the place of meaningful analysis. Whether it’s due to budget, limited understanding or limited space in a larger report, numbers like share of voice, impressions and percent increase in mentions have become the key performance […]

Adopting a Global Mindset

Adopting a Global Mindset

by Margaret Hoffecker| June 3, 2016

I’ve always considered myself to be a very global person. I spent my childhood overseas, I speak three languages and I work at a global communications agency. I’m totally global! How wrong I am. After seven years in New York, I moved to Ketchum’s London office. As a member of the research team in New […]

The Breadwinner PheMOMenon

The Breadwinner PheMOMenon

by Kelley Skoloda| October 23, 2014

As I sit in a theatre in Chicago with 300+ enthusiastic marketers at the annual M2Moms Conference, it’s clear that a great deal of attention and money is being spent on trying to court moms as a primary purchasing target. Brands ranging from Yahoo to Crowdtap and Kraft to the CAA are here to share […]

Sustainability: How to Tell Your Story

Sustainability: How to Tell Your Story

by Laura Sutphen| October 15, 2014

Sustainability reporting has become the go-to method for organizations looking to provide insight and data on environmental and social enterprises. The question is how to take actions and good works and tell a cohesive story to showcase your efforts. Over the last five years, the audience for these reports has broadened, the mandate for companies […]

A Warmer, Fuzzier Analytics?

A Warmer, Fuzzier Analytics?

by RP Kumar| July 16, 2014

I recently subjected colleagues to a word-association exercise. The word was “Analytics.”  As you can imagine, responses included “Data,” “Metrics” and “Measurement,” emphasizing the stereotypical view that analytics lives in an impenetrable realm of numbers, more numbers and just numbers. As I am a Strategic Planner, I found this exercise dispiriting. Corporate America has been […]

The Future of Leadership Communication is More “Feminine” – KLCM 2014

The Future of Leadership Communication is More “Feminine” – KLCM 2014

by Rod Cartwright| May 21, 2014

Every time I go abroad on business, my daughter and I have something of a ritual where she says to me, “Dad, while you’re there, make sure you do something worthwhile.” Obviously that is a pretty good life lesson for all of us; it’s also something that we at Ketchum endeavor to do every spring, […]