Einstein Room

We have made strides as an industry to improve how communications can be measured, and we now have more than enough metrics, tools and methodologies to measure what matters. Unfortunately, too many marketers and communicators don’t invest enough time to understand, consume and *apply* the data and insights to the decisions they’re making on the front lines. All too often, measurement is delivered in “reports” that become a quick read or conversation, but (if we’re being honest) stay on the shelf or get tossed in the bin. In order to close the gap, we need to invest much more energy in making the data and insights *actionable* — and have deeper conversations with marketing and communications leaders about what *decisions* and *actions* the measurement is intended to influence.