Communicators have had a love/hate relationship with numbers for as long as there has been a communications profession. Writing; interacting with clients, colleagues, and reporters; and doing high-level research are all things that are more comfortable to communicators than numbers. Unfortunately for those numbers-averse professionals, the explosion of digital media has also led to the explosion of available data with which to analyze program and campaign performance.
One of the most common reasons for aversion to numbers is a lack of familiarity with key terminology. There is a lack of clarity around what each of the metrics means, which metrics are most important, how each of the metrics is collected, ...
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