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It’s the beginning of January and many people have pledged to improve by exercising every day, eating bushels of kale, and losing tons of weight. Over here in Measurement Land, New Year’s resolutions take on a slightly different form. For any of you data geeks, measurement Sherpas, recent graduates looking for a job, or professional communicators who just want better metrics, we have a few suggestions: 1. When confronted with a problem, data will be my guide. For years, PR professionals have operated on gut instinct, mostly because they didn’t have sufficient data to draw meaningful conclusions. But with the proliferation of lower cost listening tools, Google Analytics, CRM, and social data, it is now ridiculously easily to determine what content and what stories drew …
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