Measurement

The six myths of digital marketing measurement

  How you measure digital activity radically affects the strategy and effectiveness of what you do. Leonie Gates-Sumner, client director, Millward Brown explains how myths about digital measurement can distort brand strategy. There is a phrase: “What gets measured gets done”. It’s true in many areas of marketing but in digital the scope for measurement(…)

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Some Thoughts on Digital Attribution Models

Digital advertising has a distinct advantage over traditional forms of advertising in that it can monitor the ads to which customers respond, as well as draw direct connections between specific ads and actual purchases. Digital marketing seduces the advertiser who believes in data driven decision making. While digital inherently has a data advantage over other forms(…)

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