In these last few days before the presidential election we're beginning to see more of a focus on accomplishments, and as a citizen and a voter, all I can say is thank goodness. There's only so much negativity one person can handle before it all starts sounding like noise.
Metrics don't just matter, they help seal the deal. Unfortunately, the metrics of this presidential election don't always add up and that diminishes the value of the ones that do. But we live in a world of metrics and we should use what we accomplish both qualitatively and quantitatively.
Anecdotes are great and they pull emotional strings, but nothing competes with sales figures for marketers, or how many people were driven to a web site and what drove them there, and how long they stayed.
For PR people, it's where the article about the client ran, how prestigious the media that wrote the story is, how many people clicked within a press release and where they went from there. And then there's the value of strong messaging - messages people remember that don't sound like what your competition is saying.
So in this last week of the presidential election, no matter who wins, I implore you to stop attacking each other and run on your results. You've got them.
