Mass of Metrics May Mean Marketers Know Less

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Ad Age, 9/20/10

Standards Board to Create Meaningful, Predictive Measurement System

In a classic case of more not necessarily being better, the rise of digital and social media has spawned a host of new metrics and measurement systems. Whether marketers really know more as a result is more doubtful, however, giving rise to efforts to validate which metrics are really worthwhile.

Perhaps the most ambitious of those efforts — the Marketing Accountability Standards Board — got a boost last month with the addition of Coca-Cola Co. as a charter member, joining Kimberly-Clark Corp. and ConAgra Foods among marketers on a group that also counts numerous academics, Publicis Groupe’s Starcom MediaVest Group and the Association of National Advertisers among members.

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