TITLE

Metrics mess: Five sad truths about measurement right now

AUTHOR(S)
DUMENCO, SIMON
PUB. DATE
February 2011
SOURCE
Advertising Age;2/28/2011, Vol. 82 Issue 9, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The author offers opinions on the methodologies used in Internet marketing research, particularly means used to create ratings of social media in terms of marketing effectiveness. A series of problems which are said to make data on these media and Internet marketing inaccurate despite its seeming specificity are said to exist. A common theme among these problems is that the data generated by consumers on social media does not reflect their real interest in a product or service.
ACCESSION #
58704667

 

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