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Are your measurements meaningful?

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By Duncan Arthur, Australia and New Zealand manager, SAY Media

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In digital, we can measure so much. But so much of what we measure is completely meaningless. What does a click mean, other than that a click has happened? If you have an answer, is it the same answer as the next agency or client would give? Is it even the same for each campaign of yours? As an industry, we’ve tied ourselves to metrics that are very often unrelated to what an advertiser really cares about. And that’s not how the ad “performed,” but how the audience was moved.

The problem is that the ad server that reports our metrics back to us is only good at measuring actions when what we need to measure is attitude.

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