It’s a world in which more data can be measured than ever before – and marketers are on the cusp of being able to thread them all together. But, just because they can’t quite yet, they shouldn’t be hard on themselves. That was the view of panelists convened at an industry discussion.
“There are too many areas that we can measure,” said GroupM Connect’s north America chairman John Montgomery. “There’s almost infinite sources. There’s new things all the time.
GroupM’s Modi Media president Mike Bologna agreed it is stressful trying to keep up with all the new measurement criteria.
These days, fraud, viewability, reach and frequency have all joined click-through as barometers for assessing campaigns.
But OMD chief digital officer Ben Winkler urged peers to strip back a little. His company uses a single metric, CPVM (Cost Per Valuable Impression).
“Instead of finding the magic bullet, we’ve combined metrics in to one,” he said. “The more we make it like rocket science, the less it works.
“If we want to do this right, we simply ask our clients – ‘what do you see as success?’ You’ll be amazed at what they tell you – it’s plain English. They’re not talking about digital micro metrics. They’ll say, ‘I want to make sure you’re showing my ad to a real person in the right place and not too many times’. I can explain that to my mom!”
They were questioned by Tobi Elkin.
This video is from Media Future Conversations 2015: Unblocked – Valuing Human Attention In A Content-Driven World, an event presented by true[X] in association with Beet.TV Please find more event videos here.
