In Part 1 of this discussion on media evaluation techniques there was a look at the processes involved in collecting the cuttings, creating a media list and using packages like MS Excel and MS Access to collate and sample the media coverage. Although this 2-parter is an exploration of media evaluation techniques, deciding on a… [Read More]
Media Evaluation Techniques (Part 1)
Although everyone has a different way of doing an evaluation of a project or periods media exposure, there are certain common processes worth highlighting. From a strategic perspective the starting point has to be the objectives. on the other hand, if you are more interested in evaluation techniques, getting the media clips seem like the… [Read More]
‘Just try to become less crap at it’
This was a declaration by Rory Sutherland, leader of Ogilvy Change on their website when talking about marketing. Somewhat self-deprecating, but a useful starting point from a great intellect and very relevant to media measurement. He makes the point that he is opposed to the concept of surveys and focus groups. The areas of the brain… [Read More]
Thoughts on another media year
There are a number of fast forming trends shaping and reshaping the media. In a few short generation the influence of the printed has diminished dramatically with much of the audience seeking their content online, sometimes behind paywalls. Any well-informed clues on where these trends are going is gold dust and the CIPR in this video-cast… [Read More]
What is the value of an online newspaper comment?
Much has been said about the value of a Facebook Like and so it seems only logical to think about the value of other online third-party endorsements and claims. What about comments on online newspapers? Just about every site that could be described as an online newspaper has a mechanism for allowing readers to comment,… [Read More]