Advancing communications measurement and evaluation

Your Communications Measurement Reading List for September 2017

As we roll into September, kids in the US return to school for another year. Even if you’re no longer a student, this is a great time to do some reading to brush up on communications measurement information.

Check out this collection of articles on big data, augmented reality, and more to gather information for your campaigns for the remainder of 2017.

AI and AR: How Are They Developing? 

  • In a post on Spin Sucks, Josh McAllister explains how AI technology is evolving and improving to assist brands with activities associated with communications and customer service.
  • With personal privacy concerns on the rise (as covered in our post on how privacy concerns could affect communications measurement) apps are emerging to combat data collection. A new app produced by Carnegie Mellon University researchers uses machine learning to make recommendations on how users should manage privacy settings.
  • The success of Pokemon Go last summer brought augmented reality (AR) to millions of phones. Now, the Guardian reports on Google and Apple’s competition to bring popular AR features to their phones, cameras, and systems.
  • Only 38 percent of companies used AI in 2016. By 2018, this will increase to 62 percent. Impact Lab explains 10 major AI technologies to watch next year.

Big Data, Data Mining, and Business

  • A good primer from InfoWorld on the value of large data sets, and how businesses can reveal patterns and relationships by analyzing data, allowing them to solve business problems—even problems they didn’t realize they had. The article also points out some of the risks involved in mining large data sets.
  • Big data is coming to the rescue of the restaurant industry. The New York Times reports on an analytics program that tracks consumer data, including identifying regular customers and meal preferences, to improve customer experience and business success.
  • City A.M. examines how big data can and has transformed businesses spanning various industries. Businesses must become skilled at “collecting, processing and analysing data” to persist over the next decade.
  • Business Insider talks with Simon Perry, the chief creative officer at ReverbNation, about how big data allows his company to identify rising artists from across the globe. Perry explains how the site is able to analyze the breadth of musical and personal data to find possible successes for major record labels.

Fake News and Research

  • Research is a necessary part of any communications measurement professional’s work, but Institute for PR’s Director of Research Sarab Kochhar explains the problem with so-called fake research and gives five methods for detecting inaccurate data.
  • As a part of its continued effort to fight fake news, Facebook has announced plans to prohibit sites that share fake news from buying Facebook ads.

Social Media and Apps

  • Even as its number of users grows, Instagram continues to be the only leading social platform that doesn’t allow embedded links in its posts. The Atlantic explains how this feature—or lack thereof—sets it apart from other social networks.
  • A piece on Quartz looks at Amazon’s foray into digital advertising, and points out that although Amazon isn’t anywhere near digital advertising giants like Google and Facebook, it does seem to be outpacing social media platform Snapchat. Since Amazon doesn’t provide specific data on ad revenue, some of this is speculative, but it’s certainly something marketers should be paying attention to.
  • Poynter takes a close look at an app called Zello, which acts as a two-way open communications device with an effect similar to CB radios. Users create topical channels, which has allowed for rescuers to find victims of the historic flooding caused by Harvey. The CEO of Zello, Bill Moore, said the app was created to work even with low-quality connections or low battery power.


  • Adweek reports on Adobe’s new survey about consumer emails. The survey reveals interesting data about white-collar workers’ preferences on frequency, content, and timing of receiving branded emails.
  • The Content Marketing Institute has a great post on an often overlooked aspect of analytics—web design. Making sure that your website is set up and appropriately designed to make analysis easier to perform will help you in your measurement process.
The Measurement Standard

The Measurement Standard

The Measurement Standard (TMS) is the definitive monthly newsletter dedicated to advancing media measurement and evaluation as a vital business and communication tool.TMS is published by CARMA, a global provider of measurement services.
The Measurement Standard
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