Digital Metrics Field Guide Excerpt: What Did 197 Metrics, 150 Studies and 12 Expert Essays Teach Us?

Journal of Advertising Research (JAR) excerpted a bit from the Digital Metrics Field Guide. They took my final essay and added four of the contributed pieces on digital measurement today from the Viewpoints I section of the book. Those essays form a compelling narrative about the state of the art of both measurement and metrics. They take us from the need for cross-platform measurement (Nielsen), through selecting metrics (Experian Marketing Services, GfK), to measuring campaign delivery and effectiveness (comScore).

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Note: The JAR is an academic peer-reviewed journal, with four quarterly issues. More than 1 million of its articles are downloaded yearly by practitioners, researchers, students and scholars through online databases. If your company is an ARF member, your Member Ambassador receives the Journal when it is published and you can download articles from the JAR site. Companies that are not members may learn more about JAR and subscribe from this page.

Author: stephenrappaport

I write and consult on achieving brand growth. I serve as the Global Digital Advisor for Sunstar, Inc., a global manufacturer of consumer products. I am a Senior Fellow at Wharton’s SEI Center for Advanced Studies in Management, and the author of 3 books on digital marketing and measurement.