Most important thing to consider when measuring the impact of communications programs: Blog link

My friend and colleague Jose Mallabo interviewed me for his blog at: http://tinyurl.com/3oycde7. Jose is the director, corporate marketing, for GSI Commerce. Topics he asked about included: The single most important thing people need to remember when looking to measure … Continue reading →

Three Kinds of Research You Should Do Before Evaluation

Evaluation is important, but it is not the research you should do first. What is the first research you should do to create a successful communications program? First, I define a successful communications program as one that drives behavior of … Continue reading →

Marketer Beware! WSJ Article on Social Media as a Research Tool

Yesterday in the Wall Street Journal, there was an article by By Huaxia Rui, Andrew Whinston and Elizabeth Winkler on how businesses can use Twitter to predict sales. You can read the article at http://tinyurl.com/yftyoqs. They use the example of … Continue reading →