Panelist at the OMMA Metrics & Measurement looked at how the role measuring performance is evolving, and why the industry still uses the click to measure success?
Gian Fulgoni, Chairman
and Co-Founder, comScore: The statement that the Internet is the most measureable medium sets us up for trouble. The industry set the wrong expectations from the beginning. We will never be able to
put the genie back in the bottle and have one metric like television.
Jim Oliver, VP, Measurement Science, Nielsen Online: The hard research questions center on multichannel transactions and
transitions from offline to online. Understanding effectiveness of offline transactions and purchases are difficult.
Bill Tancer, GM, Global Research, Hitwise: The Internet should be the
most measurable medium, but it isn't. Numbers are too different from each company that collects them.