Custom Indexes: Fitbits for your Communication Programs

An index is essentially measurement shorthand—a way to boil an ocean of data into a simple, easily understood number. Think of a CPI (Consumer Price Index), BMI (Body Mass Index), or NASDAQ composite index for communications measurement. An index serves as a statistical way to take different sets of data points and aggregate them into a single number. For example, BMI takes into account your height, weight, age, and other factors. Because those numbers range from small (5 feet) to large (350 pounds), scientists and statisticians have developed ways to normalize data in a way that makes it comparable and allows you to know how you rank relative to the rest of the population. When it comes to communications measurement, organizations (and the individuals who […]

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