July 2, 2013
I’ve had the good fortune to attend each of the last four AMEC European Measurement Summits. My first was in 2010 in Barcelona, when the measurement industry voted seven principles into existence (aka The Barcelona Principles).
During the Summit in Madrid this past June 5-7, we heard the rallying cry that it is time to bring measurement, research and analytics into every aspect of communications. In total, more than 200 participants from about 35 countries came together as a united front.
Before taking action, communicators have to recognize that the business environment and the profession are rapidly changing. There is now an integration of media disciplines that used to be isolated from each other (paid media, earned media, social media, owned media). The traditional boundaries between marketing and communications are disappearing, too.