Online Brand Measurement: Unlocking Silos Is Key

07/8/2009

A major problem for digital marketers is the inability to measure how effective their online brand campaigns are. EMarketer CEO Geoff Ramsey, in an industry report titled "Online Brand Measurement: Connecting the Dots," set out to discover whether better brand measurement will deliver online the boost it needs. InsightExpress was commissioned by eMarketer to conduct a poll of industry stakeholders for the report. On a scale of 1 ("We're still in the Dark Ages") to 10 ("We've got this all figured out"), a majority (51%) rated the current state of online brand measurement at 5 or below. In eMarketer's interviews with professionals who are experts in the field of building models and processes for online brand measurement, it was clear that integration is hard when data are locked in silos. Unlocking those silos is a critical step toward connecting the dots of media measurement.

To find out more about digital marketing and eMarketer's report "Online Brand Measurement: Connecting the Dots" click here.


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