Monday, October 05, 2009
Excerpt: Along with the notion of integration, Tim Marklein, exec VP- measurement and strategy at Interpublic Group of Cos.' Weber Shandwick, has seen two other adjustments occur in the measurement space -- the "cycle times of measurement" and a transition from impressions to engagement.
"It's moved from rearview measurement to decision-time measurement," Mr. Marklein said, noting that there were two advantages to this for the agency. "You're getting data in a timely enough way to make decisions and impact the program. And tracking data in the same time frame that businesses track sales and web traffic data allows you to better correlate PR's impact."
Source: Advertising Age