"A review of innovations in integrated campaign measurement from Ebiquity UK’s Managing Director, Reputation, Karen Prichard.
Consumers don’t receive messages from brands in an isolated, siloed fashion – some tweets there, a TV ad over here, a company blog post over there. They build up their impression of what brands mean and stand for by absorbing and integrating messages from multiple channels simultaneously, and cumulatively, over time.
The problem, of course, is that too many organizations are still siloed. While they may have good intentions and talk the talk of integrated brand communications, too often they plan and execute campaign activity in discrete, disconnected pockets. Departments work with agencies, and multi-agency teams meet more often just to tick a box than to work as real partners.
When it comes to measurement, most..."