Garbage in = Garbage out
We have a saying at MediaMiser: Garbage in, equals garbage out. The key to successful and meaningful media analysis - both manual and automated - is ensuring you’re not tabulating unwanted information.
Granted, you’re less likely to include “garbage” when you’re performing your analysis manually, but it can still happen. And as mentioned in a previous blog posting, the biggest problem with manual media analysis is not that you’re getting too much information, it’s that you’re not getting enough, due in large part to the time and expense of finding and processing the data.
As for automated media analysis, this problem can be solved by simply refining your parameters and being vigilant.
A former colleague of mine once said, “A fool with a tool is still a fool.”
Enough said.
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