There’s an old joke…

“Because

– you damn fool –

The light’s better

over here.”

“My klout score

went up by

three points!!!”

Rob ClarkDirector, Insights and MeasurementEdelman

@theelusivefishhttp://disclz.me/RobClark

Five Keys to Measurement:A romp for keys in the dark

“There – we’ve

almost

tabulated the

number of

impressions for

that last

retweet.”

Why do we measure?

“Our goal is to alignthe synergy of ourbrand promise.Oh.And build awareness.Yeah.Awareness.

That’s the ticket…”

1Clearly defined goals and objectives

“Ayup.Growing higher thanLast year.”

(as a measurement expert, he’s truly out standing in his field)

2Establish a benchmark

234,456

3Context – What is that number? Why does it matter?

“Nuke ‘em from orbit. It’s the only way to be sure.”

(yes I just quoted Ripley,believe it or not.)

4Accuracy vs. Precision Know when to stop.

Around 240 B.C., Eratosthenes calculated the circumference of the Earth … he was off by about 1%

He did this with three bits of data. •The distance between two cities.•The length of a shadow at a given time/day in one city•The length of a shadow at the same time/day in the other

5A little bit of data is often enough

questions…

@theelusivefishRob.Clark@Edelman.com

Credit where credit is due

• Streetlight -http://www.flickr.com/photos/arvindgrover/ • key - http://www.flickr.com/photos/pvera/• Alley - http://www.flickr.com/photos/rdvortex/• Graduate - http://www.flickr.com/photos/nics_events/• Question - http://www.flickr.com/photos/soldiersmediacenter/ • Tape measure - http://www.flickr.com/photos/wwarby/• Objectives - http://www.flickr.com/photos/btouniversity/• Computer - http://www.flickr.com/photos/cote/• Zombie - http://www.flickr.com/photos/dhollister/• Earth - http://www.flickr.com/photos/flyingsinger/

All photos creative common licesnsed