Chasing paid engagement — and sometimes catching it

Posted by Bill Brazell on November 3rd, 2010at 4:55 pm

Daytime TV isn't the only kingdom that belongs to Oprah Winfrey. She's the queen of the web, too, according to Heather Dougherty of Experian Hitwise, which puts Oprah.com first among the most-engaging sites on the web.
Dougherty’s description came as part of a pop-culture-focused panel called "Chasing Paid Engagement," led by Mike Darviche, a board member [...]

Digital Branding: Measuring the Effectiveness of Online Brand Advertising

Posted by staff on November 6th, 2009at 6:00 pm
Written by Richard Cacciato

In 2008, US measured media was $280 billion, of which $254 billion was offline and $26 billion online. 73% of offline media was brand marketing whereas online, direct response marketing was 76% of the mix. Part of the skew is attributable to the measurability of direct response, particularly online, and the difficulty of measuring brand marketing.

Multi-Click Attribution: Tracking the Way Conversions Actually Happen

Posted by staff on April 28th, 2009at 6:00 pm
Written by Daniel Riveong

Interactive marketing has long sold itself on the promise of accountability and ROI measurement. Yet, at the same time there continues to be challenges in solving John Wanamaker’s problem: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Standing Room Only at Media Metrics Panel

Posted by staff on April 23rd, 2009at 6:00 pm
Written by Krista Neher

Measuring digital is hot right now and it was standing room only at the Media Boot Camp Power Session: Defining the New Media Currency – How to bring traditional media metrics online.