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The Measurement Maven and Menace
of the Month Awards

The Measurement Maven of the Month:

Mazen Nahawi
Managing Director, MediaWatch ME

Mazen Nahawi is a former PR pro turned measurement guru in the Middle East. Australia has Jim Macnamara, Canada has Andrew Laing, the Middle East has Mazen Nahawi.

Frustrated with the lack of measurement tools, Nahawi created MediaWatch ME in 2001. (Media Watch ME is a KDPaine & Partners partner.) He has since gone on to create a PR newsletter for the Middle East, PR 360, to spread the word about measurement, ethics in PR and other urgent topics of the day. His latest venture is a measurement and analysis firm that will deliver high-quality full service PR research to PR practitioners in the Middle East.

A recent coup of his was the first ever Middle Eastern Measurement Summit, modeled after the IPR's annual Measurement Summit. Held in Dubai last month, it brought together leading practitioners, researchers and agencies to discuss measurement trends and best practices. It is a tribute to Mazen's Mavenocity that he could attract such talent as well as the 100 or so high level attendees.

The Middle Eastern Measurement Summit was an eye opening experience for even these most road-weary eyes. We've posted some of the presentation from the Summit on flickr. At the Summit, another Measurement Maven, David Michaelson of the David Michaelson Company, shared his case study of the rigorous measurement system he designed and implemented for MetLife. Local practitioners also described their measurement programs, some of which were as sophisticated as any underway in America. -KDP

The Measurement Menaces of the Month:

For years we've heard about how Nielsen//NetRatings and comScore provide the most reliable audience figures for websites and online media. Now we find out courtesy of Interactive Advertising Bureau that their methodologies are out of date and their numbers do not reflect reality. The IAB has asked both firms to submit to a third-party audit of their methodologies. We can only applaud this move. (See our recent comment in the Blog Edition.) -KDP

You know you need to measure your results, but chances are there’s never been enough money in your budget for evaluation. Until now.
KDPaine & Partners’ new Do-It-Yourself Dashboard system combines a Web-based application with professional consulting to enable PR professionals to customize their own PR dashboards. Look here for more information.

1. You’ll learn how to use hard numbers to prove the results of your PR efforts. (Plus, it's free.)

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