Why numbers don’t tell the whole story
Article author: Clip News
In the world of communication and PR, reports and dashboards are filled with KPIs: reach, impressions, publicity volume.
However, the truth is that numbers alone are not enough. The Barcelona Principles V4.0 of the International Association for the Measurement and Evaluation of Communication (AMEC) remind us that quantitative data must be combined with qualitative analysis.
This principle needs to
