Barry Leggetter, AMEC's Executive Director and the force behind last
week's Berlin Measurement Summit, very correctly asked me for specifics
of "The Berlin Protocol" that I proposed in my post last week.
So here's a start.
- 1. We agree to use no research methodology that isn’t based on solid research and facts
- 2. We agree to a standard principle that the best measurements are business outcomes not exposure, AVE or OTS
- 3. We all agree to avoid to not use multipliers and other non-proven false statistics
- 4. We agree that transparency is key to credibility in our industry, and so we agree to reveal, if asked, our methodologies and our intercoder reliability scores and eschew “black boxes” and mystery algorithms
- 5. We do not promote or offer or endorse AVEs, and if they are used, they must discount negative stories, stories that do not contain key messages, and stories that do not mention the brand in the headline or top 20% of the story. (i.e. stories you’d actually be willing to pay for)
Further thoughts? Additions? ?