Peter Kim on Consumer-Generated Media: You Have To Measure It To Manage It†

Brandweek, December 10, 2007 — I'll admit it: I stayed as far away from science classes as possible in school. If you're like me, familiar royalty terms may be more Burger King and Dairy Queen than Lord Kelvin. However, today's marketers can apply a lesson from Kelvin to help make sense of today's wild west of consumer-generated media. To paraphrase: if you can measure it, then you can manage it.