CGM: You Have To Measure It To Manage It

I have an opinion piece up now in Brandweek’s Spotlight section about brand monitoring.  Other bloggers who’ve occupied the space before me include David Armano and Chris Thilk.

Here’s a little bit on what I’m talking about:

To succeed in CGM today, you need to listen and
measure before getting involved. Sticking your head in the sand isn’t
an option; neither is operating in 24/7 knee-jerk reaction mode to
every piece of CGM related to your brand. Brand monitoring can help
marketers measure and make sense of CGM by delivering aggregated cost-
and labor-intensive consumer insights.

To read the entire article, visit