• by Laurie Sullivan , Staff Writer @lauriesullivan, July 31, 2009

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.