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 [...]

Measuring Digital Brand Activity

It shouldn’t be difficult to understand a decent piece of digital brand activity. But brand engagement online
remains somewhat of an enigma. Measurement runs up against numerous problems, including the context
specificity of online experience, the individuality of brand engagement, audience characteristics, individual
difference, the dynamics of brand communities in online interaction, and mutual contagion between online
and offline [...]

‘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 [...]