The explosion of social media, digital media and digital channels has created a whole set of challenges to all marketing organizations. Not the least of these challenges is how to measure, analyze, and optimize this multi-headed beast. Traditional media tracking focuses on a small number of quasi-independent channels measured in the simplest terms (reach and audience). Digital is different in every respect. Digital channels are tightly bound, and the performance of each is heavily dependent on the performance of the entire system. Both cannibalization and support are common. Digital channels lack a single common metric because there‘re no equivalent to GRPs (gross rating points). Digital channels lack even a common type of metric – with Awareness, Engagement, Conversion and Retention (and a host of sub-metrics under these categories) vying for attention and credibility. Worse, focusing on top-line or siloed metrics will nearly always miss the point.