Marketing and measurement in the digital era
15 November 2016
Digital consumption has generated a lot of data in marketing and media and a huge variety of new opportunities for marketeers—but insights and intelligence are not growing as much as data points, as a culture of short termism prevails
We recommend the linking of audience measurement and consumer behaviour data, but the industry lacks both standards and trust, while the still-immature digital marketing supply chain poses problems for data integrity
The new data economy has also precipitated a new war for talent, with marketing, media and publishing competing with technology, finance and other industries to attract the best quant and science brains to transition the creative sectors.