Digital Brand Activity Measurement Revisited: Abstract from Google/WPP Research Proposal

This is the abstract from our Google / WPP research proposal regarding measuring brand activity online. I blogged a draft of this earlier, but this is maybe a clearer picture of what we were looking at doing. ————- Universal Digital Currency: Towards a deeper elaboration and more effective measurement of brand engagement online. (Joe Fry [...]

‘I know that half of my advertising money is wasted … I just don’t know which half’

Just been reading about measuring effectiveness online, which led me to this guys blog post His opening line pretty much sums up his argument: “This is the idea that if agencies could agree on a single way of measuring “effectivness”, irrespective of whether the ad is online or offline, the industry would get back to [...]