Abstract
I face a tough challenge with this chapter: how to make measurement and metrics interesting enough for a planner to want to read it!
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Notes
Light, “Transforming the Marketing Enterprise,” (4A Transformation Conference, San Francisco, March 3, 2010).
John Hallward, “‘Make Measurable What Is not So’: Consumer Mix Modeling for the Evolving Media World,” Journal of Advertising Research 48, no. 3 (September 2008): 339–351.
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© 2014 Antony Young
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Young, A. (2014). Measurement and Metrics. In: Brand Media Strategy. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137447715_13
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DOI: https://doi.org/10.1057/9781137447715_13
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-28932-5
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