Google economist: Metrics will play even greater role in marketing

06/3/2008 | Adweek

Number-crunching will become even more key to marketing, as Google tries to transfer its paid auction ad model from online search to other media such as TV and print, according to its chief economist, Hal Varian. "Marketing is the new finance," Varian said. "Just as finance has become more quantitative because of what happened in the 1970s, you'll see marketing do that."

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