Easier Said Than Done: Creating A Single Set of Cross-Platform Metrics – Media Post
On its face, the task seems simple enough: Marketers want a single set of cross-platform metrics that precisely spell out the return they get from the money they spend on advertising. However, media fragmentation as well as conflicting interests and agendas continue to block the path to that goal.
“We need common metrics,” Joan Lewis, Global Consumer and Market Knowledge Officer at Procter & Gamble, told attendees at this week’s Advertising Research Foundation Audience Measurement Conference in New York. And they need to be “understandable,” with no “black boxes.”
Corporate CEO’s are demanding more accountability from their marketing units, she said. “We need to know where the dollars go,” she added. And precisely where they go, including to which vendors in which media and to which specific devices.