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Who’s to blame for that?

One of the issues in data collection is how we use it. I have always prescribed that data is used as an aid to decision making, but all too often is used as a method of control and apportioning blame. A recent report on the use of, and future direction for, data in the US […]

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10 for that? You must be mad

I’ve often heard people complain that they can’t afford to test their marketing, that it costs too much. That’s the first problem – treating it as a cost rather than in investment. When you test you are buying knowledge that will let you improve your return on your marketing investment. Marketing costs (time and money), […]

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Repeat after me.

Had a very enjoyable and informative day yesterday at the Arts Marketing Association seminar on “Tracking Success: Measuring the impact of press and pr” given by Katie Moffat. A huge amount was covered, but one small piece rang a particular bell for me. A while back there was a big project by AMEC about measuring […]

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