Barcelona Principles

'Cause pe- every- everybody's trying to measure everything in marketing and PR at the moment.

Um, and what I love about AMEC, the Barcelona Principles, is we're actually... um, you can actually tr- track impact now, which is what a lot of marketers...

That's the panacea.

That's what we're all looking for.

I've always been keen on, making, making sure that my agency, we're based in the north of the UK, um, measures impacts, measures not just numbers, but actually some sort of impact.

And I do think it's been...

Uh, so we developed our own sort of dedicated framework around the, the Barcelona Principles.

But I think that this new, the LLM, GEO area is quite interesting because I don't think anyone's nailed...

Again, I've used the GCS evaluation framework and I know that that has evolved over time.

and i want to explore um team with you different kind of evaluation frameworks um the crossover i think between gcs and the barcelona principles let's talk about the difference of outputs and outcomes impact so and also i think we need to touch upon um How you evaluate and how you then report on it and feedback to your stakeholders when you don't have perfect data sets or really kind of clear data sets.

So let's talk a little bit more about evaluation.

So, Tim, can you talk to me about how you evaluate and what kind of the methodology you use?