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 […]
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 […]
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 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 […]
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 […]
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, […]
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