Loading

Using Social to Measure TV

It used to be that TV had its own set of traditional metrics, like CPMs and ratings. That was all fine until second screening came around and really raised the bar in terms of what TV viewing engagement really meant. While someone could turn on a TV and leave the room or skip all the…

Closing the Loop

At various points in my career, I’ve worked with various marketers who all dream of closed loop marketing, where they can account for the direct impact of their efforts on sales. If sales is like an art and science and marketing is much the same way. These days, everyone wants it to be more like…

Measuring Influence

One of the things I help clients do is figure out how we are going to measure success. For some clients and projects it’s growth in traffic, for others it’s e-commerce sales. Those are relatively straightforward to report on and there’s no shortage of metrics there. But increasingly, my clients are looking for new ways…