Few product launches went as badly as Coca-Cola’s 1985 debut of New Coke. The carefully researched new soft drink was (allegedly) the first recipe change in Coke’s 100-year-old formula and designed expressly to beat Pepsi
Worst Measurement Mistakes of All Time #73: New Coke Read More »
Almost weekly I get an announcement from someone touting a new tool that purports to deliver some sort of communications “dashboard.” The latest announcement landed in my Twitter stream, so I tested it out.
The Paine of Measurement Lots of agencies and especially social media teams seem to believe that it’s a good thing if they continuously report success. It isn’t. It’s a practice that lessens trust, devalues the
How to Get CEOs to Pay Attention to Your Results Read More »
Uber’s recent head-on collision with drunk driving data is a wonderful example of how not to use research. In January, Uber reported that cities using its ridesharing service had seen a reduction in drunk driving accidents, particularly among
Things You Should Never Do With Data: Uber Makes 3 Classic Research Mistakes Read More »
By Katie Delahaye Paine—All leading standards bodies have agreed that the measurement world needs more transparency and replicability (see Principle 7 of the Barcelona Principles). So it is incredibly infuriating when yet another major agency
The Worst New Thing In Measurement: Ogilvy Australia’s Black Box of 70 Measurement Tools Read More »
This is one of three related articles on how to avoid and deal with bad data: Dirty Data Dooms Measurement: Here Are 5 Tidy-Up Techniques 5 Real Life Horror Stories of Bad Data, and The
Your 10 Biggest Mistakes When Hiring a Media Monitoring Vendor Read More »
Measurement’s .01% are those people and their firms who have worked on, given lip service to, and talked about how great measurement standards are, but have not publicly pledged to adhere to them. Am I the
Until recently, a good part of the PR world was using Ad Value Equivalency (AVE) — also referred to as Earned Media Value (EMV) — as its only measure of success. This was partly because
Breaking Bad Measurement: 2 Ways to Kick the AVE Habit Read More »
