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"Measurement Matters"

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Tom Cuthbert
Tom Cuthbert

The document discusses changes in digital advertising and compensation models. It summarizes interviews with Fortune 500 advertisers and digital media agencies. Advertisers are increasingly shifting spending online and want more transparency and measurement of results. Both advertisers and agencies acknowledge the need for change but have different priorities. The future requires applying rigorous measurement standards online as offline, considering new compensation strategies, and leveraging brands while embracing ongoing changes.

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Measurement Matters Thoughts for Building a Better Compensation Model Search Engine Strategies March 24, 2009
How I got here…
Future Conversations ,[object Object],[object Object],[object Object],[object Object]
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Change is Here ,[object Object],[object Object],[object Object]
Process ,[object Object],[object Object],[object Object],[object Object]
Interview Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Interview Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SWOT Analysis Strengths Weaknesses Opportunities Threats ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Online
Smart advertisers will… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Smart agencies will… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thanks! @tomcuthbert [email_address]

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