comScore chief Gian Fulgoni got his opening keynote at the Search
Insider Summit be drawing an analog analogy for the digital marketing business.
Alluding to his 20-year sting as head of seminal scanner data
tracking firm Information Resources Inc., Fulgoni acknowledged that he had a bit of a “bias†about consumer packaged goods brands, and had observed the role of the entire sales funnel
â€" offline and online â€" on their results.
â€In the online world, we’re used to online being the most measurable medium.
But I like to say, that not everything that can be measured, matters,†Fulgoni quipped, adding that the industry has not done a “good job of analyzing the latency†of online
marketing.
“When you do that, the ROI of online marketing jumps up,†Fulgoni explained.