Assessing Impact of Media

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4 steps for thinking critically about data measurements

Measurement of data such as the size of a market, the effects of an advertising campaign, and the true costs associated with a poor quality product can be extremely difficult to calculate. Dr. Thomas Redman (aka “the data doc” ) implores us to be a little skeptical when looking at data and offers a few ways to properly examine measurements—including subjecting results to the “smell test.”

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