• by Joe Mandese , May 7, 2009

Forced to speak extemporaneously without his PowerPoint presentation, Fulgoni riffed a bit about some new analyses correlating online marketing with offline sales for consumer packaged goods marketers.

To emphasize that point, Fulgoni referred to a recent study by comScore audience measurement research competitor Compete. He even recognized a Compete executive in the room, and said, “It was a nice study you did. Showing the power of search on CPG.”

His main point is that the online industry simply hasn’t done enough analysis of the right metrics correlating online advertising exposure, and search, with results in offline sales for packaged goods brands.

He said that if the industry develops those metrics, “there’s a gold mine here.”