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 launches a proprietary “black box” measurement system.
Which is what Ogilvy Australia did last week with great fanfare. It features, “more than 70 different tools and techniques to measure PR campaigns.” Imagine that: 70 tools in one giant black box. I wonder how many of them are in compliance with industry standards? I wonder how many offer results that can be verified and replicated? How many produce any sort of insight?
The world does not need 70 different measurement tools. Nor does it need another proprietary measurement system to bamboozle clients into spending more money with their PR agency. ∞
Thanks to socialcapitalmarkets.net for the image.