We produced our first Media Metrics White Paper in 2013 aimed at helping marketers define and capture the most effective media measurements for ensuring world class media performance – from their media investment and their media agency. We focused on the approach of ‘what gets measured gets improved.’
Since then, there has been an explosion in available data, driven by the huge rise in digital investment and the dominance of the Google-Facebook duopoly in the West, and dominance by Baidu, Alibaba, Tencent, and JD.com (or BATJ) in China. The industry has also seen drastic changes in consumer media behavior and even more drastic changes on the advertiser side.
With so many new sources providing an overwhelming volume of data to evaluate our updated White Paper focuses much more on ‘measuring what matters’. For marketers, this means focusing on the handful of media metrics that will really impact the bottom line, evaluating how well media budgets are invested, and how well your media agency teams are performing.