What is the single biggest problem with online brand measurement today?
“In our marketing accountability survey, only about 33% of marketers were satisfied with their marketing accountability and measurement programs. We don’t have enough standardization or enough useful marketing media mix intelligence and understanding. Studies and research offer guidance, but marketers complain that by the time they get the answers back, the media world has shifted and the mix or model is no longer relevant.” Full Interview
“I think it’s really hard to create a panel of size and scale and a technique to do surveys that aren’t interruptive. You can do custom one-offs with one of the research companies that don’t scale or are very focused on individual campaigns, but they don’t tell the whole story.” Full Interview
“There are two big problems: I’m hearing from our publisher members that there is a kind of panel fatigue among people who are asked to take online surveys that are quantifying brand impact. Panel recruitment and response rates are issues. The second is an assumption that the Internet is not good for branding—there is a continued lack of awareness on the part of marketers and agencies.” Full Interview
“Marketers monitor the front-end and the back-end so they see clickstreams and commerce. The difficult part is the qualitative part in between, which is the level of engagement. The challenge is to begin to build technological capabilities that allow them to see the complete digital footprint that a consumer leaves when they engage with the brand and then be able to address that consumer in a relevant way—behaviorally, contextually or both.” Full Interview
“I think it’s not having those foundational reach, frequency and GRP metrics. You will never see P&G and Unilever spend more than single digits (millions) unless we give them reach, frequency and GRPs. Their entire business model is based on media mix models where those are the inputs and the outputs.” Full Interview
