Digital media should focus on metrics
February 28th, 2008 by Thomas
Digital leaders have been advised to “focus on the metrics that matter most” by a new study of the media and marketing industry. The Marketing & Media Ecosystem 2010 was co-authored by the Interactive Advertising Bureau (IAB) and Booz Allen Hamilton and was announced at the bureau’s annual meeting in Arizona. It advised that industry leaders will “understand what marketers want to measure - including reach, engagement, action, and ROI -and they are improving their ability to collect and analyse consumer data”. The research suggested that future leaders are more likely to have ROI metrics than their competitors and “have the ability to tie media behavior to sales”. The report highlighted five behaviours that shape the emerging agenda for digital leadership – these include investing in ongoing marketer education, providing consultative services and knowing what drives consumer behaviors. Christopher Vollmer, vice president at Booz Allen Hamilton, said: “Media companies are expanding well beyond traditional advertising sales roles into areas such as campaign development, creative services and consumer insight.”
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