Do you think strategic communication professionals will place a greater focus on communication outcomes in the future or will communication outputs always remain an important part of measurement and...

Do you think strategic communication professionals will place a greater focus on communication outcomes in the future or will communication outputs always remain an important part of measurement and evaluation? Explain your reasoning.

How does the rise and availability of so-called “big data,” including a wide range of Web analytics data and social media conversation metrics about current and prospective stakeholders, change communication research, measurement, and evaluation?