"No one wants to compare apples with bananas... when we unpack some of the measurement practices in play today, that's essentially what we're seeing: differences in the definitions of basic metrics... all impacting [marketers'] ability to understand true media effectiveness."
"As absurd as that may sound... in a world of multiple platforms, shifting consumer behaviors, and a growing need for both short-term performance and long-term brand building, the need for robust, clear measurement has never been more urgent."
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