What is the potential game-changer for online brand measurement?
“We’re looking for deeper analytics and to tie them all the way through to retail. In five, maybe 10 years, consumers will receive custom messages for specific retailers on their phone. They’ll store their preferences and the information will go right into their loyalty card. They will choose where they want to shop and the offers will follow them there.” Full Interview
“Media allocation modeling, which analyzes all the elements in a campaign that contributed to an action, sale or behavior and not simply giving the last click all the credit. Marketers buying or planning digital media on time-based measures rather than impression-based measures.” Full Interview
“I don’t think there’ll be a single game-changer. But I think the most important thing is that chief marketing officers need to give clear mandates and reorganize internally and externally around making digital a priority as a brand-building medium. There needs to be a clear delineation between brand objectives and metrics and direct response objectives and metrics. I think everything else follows from that.”
“Marketers need to understand not only what works retrospectively, but how they can use data proactively to make better decisions about the audiences they buy and the way they deliver messages. When you have a programmatic way of using that sort of insight across a broad range of media, you begin to break down barriers.”
