Measuring the Effectiveness of Online Advertising: Lessons Learned
Presented at the 2010 AMA Marketing Research Conference by Comscore Chairman Gian Fulgoni and Todd Curtis, Senior Consumer Insights Manager Digital and Applied Analytics for Marketing Effectiveness, General Mills.
In this presentation, you will get a vital overview of the current state of online audience measurement and the future direction of the industry. Take an in-depth look at the current digital measurement market, an analysis of various leading methodological approaches and case examples of how marketers are using cutting-edge research to improve the return on their marketing investments. In addition, you will examine the various metrics that can be used to measure online advertising effectiveness, highlighting positives and negatives.