Commentary

The Web's Analytics Standard May Be A Constantly Moving Target

Even as online metrics pros strive in pursuit of industry standard metrics, they also know that it may never be truly attainable, because the medium they measure â€" and perhaps more importantly, the reasons they measure it â€" keep changing it.

 

“We wouldn’t have had an attribution model discussion a year ago. Ad networks two years ago,” noted Steve Harris, director of Web analytics at Hilton Worldwide during OMMA M&M’s “Are You Taking The Right Temperature” panel.

 

Harris noted the need to speak the language of an organization’s CEOs and CMOs, but he also implied that doesn’t necessarily mean using historical measures for media, such as the broadcast industry’s ubiquitous “GRP,” or gross rating point.

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