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 indicators (KPIs) most in demand. Unfortunately, these stats aren’t actually KPIs—their value is a myth. Without context and meaning, they’re simply meaningless vanity metrics embedded in pretty charts.
So, how do you provide context and meaning when measuring the impact of a communications campaign?
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