Monday, November 17, 2008

Calling in the auditors??

Calm down, I may be married to an accountant but this is not a piece about anything accountancy related!

I have recently been involved in overseeing a couple of analyst perception audits and while in the past I have been happy to go with direct perceptions and details of analyst output. Things have changed.

One of the audits was based on classic parameters and confirmed our original hunches, it also served the purposes of what the client wanted perfectly well. The second was much broader and featured several 'AR 2.0' elements (twee phrase but for purpose of this post it works). The results were much richer than what I had found in the past.

Aside from the issue of infleuncer relations there are more tools that are being used today by analysts that make tracking perception more complex than before, rather than ignore the output, integrate it into the mix or you run the risk of of having an outdated AR strategy.

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