We've been telling people for a while that technology is revolutionizing the way people measure marekting success. My prediction is that in five years we'll laugh at the notion of counting eyeballs or column inches. Today, the world is ruled by interaction between the prospect and the product, and the easiest way to measure that is thru web analytics. Any PR person who isn't tracking web analytics in conjunction with eyeballs and messages is way behind the times. Michael Applebaum in Brand Week, makes this point beautifully.
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July 21, 2006
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