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Evaluating the media: Keeping the human element on online measurement

PR geekiness - the tools & techniques to gain insights from PR exposure

Thursday, September 25, 2008

Keeping the human element on online measurement


One of the themes of this blog has been about preserving the human element in media measurement. Christie Adams makes this point very well in a recent posting.

Online is becoming a colourful playground for measurement products offering a multitude of instant results. If your requirements are purely quantitative then they are useful. If you want to consider qualitative factors then you must accept a element of human input, and the likely increase in cost and time.

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