Maybe it’s not exactly what they had in mind, but we can take some inspiration from Dire Straits when thinking about how to measure and optimise online advertising. Basically, you shouldn’t have to pay for what’s already yours. As more [...]

There is much to consider when planning to invest brand or agency dollars in a marketing attribution solution, not least the potential returns that can be expected. It is critical that marketers can demonstrate to decision-makers how the solution will [...]

CPA is not a performance-based marketing metric. On the face of it, this may seem like an odd thing to say, but it is in fact a natural extension of the well-known adage “correlation is not causation”. With marketing analytics [...]

So, we’re all pretty happy with how online measurement works. Right? Ask a digital marketer why your marketing pounds should be spent online and, among the many (good) reasons they will come back with, will be its unrivalled accountability and targetability [...]

It probably doesn't need stating, but digital media ad spend has grown quickly. Even in the current economic climate, 2011-2012 year-on-year growth for the UK is estimated at around 10%. Digital advertising is more measurable and more accurate in determining who [...]

Among the channels within the media mix, digital marketing is the most measurable and offers the most potential for effective analysis of what is and isn’t working within your marketing. Every dollar can be reported on for ROI and this [...]

Ezra Pierce is co-founder at PubSquared. Advertising is about one thing: persuasion. You put an ad in front of a person, they see it, a desire is created and an action engendered. What’s odd is that this isn’t what our corner [...]

Paul Frampton is Managing Director at Havas Media We are all well aware that the retargeting model is broken. Still, three years into an RTB world, advertisers are frequency spamming the same users over and over again. Whilst there are some positive [...]

James Robertson, Founder & Senior VP Market Development at Effective Measure International. Here he gives some insight into adoption of digital measurement in the region, its effect on the digital space and the role played by Effective Measure. The pace of [...]

One student says to the other, “I used to think correlation inferred causality. Then I took a stats course and now I don’t.” “Great, so the course helped,” the other replied. “Well, maybe.” Everyone loves a good stats joke, right? The fact that correlation [...]