If I had a dollar for every time someone said “Goals must be measurable,” I’d have a nice little lump in my wallet. If I had a dollar for every time I’ve seen “Increase awareness of brand X” as a goal with no plans to measure pre- and post-awareness levels, I’d have to open a [...]
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David spends his days focused on marketing communications strategies and execution. He blogs here regularly about integrated communications, PR and social media.
