A major challenge in measuring communications is surviving the first few months of a new program.
If you are going to survive and even prosper while you get your program running smoothly, you must look out for common pitfalls and unrealistic expectations.
Here are my top five unrealistic expectations for starting a measurement program, along with the cold realities:
Expectation No. 1: “I’ll get my magic number.”
You expect to find a “measurement number” that will justify your budget and answer all questions the moment you implement a new tool. It’s not going to happen.