Pop Quiz! How were impressions calculated for each of the digital channels shown below:
Integrated Campaign Impressions by Channel
|Paid Search||391 million|
It’s a trick question. Impressions are calculated differently by channel and by tool. Some channels even have multiple impression metrics! So, even if you know what tool is being used to measure impressions on each channel – you won’t find much meaning in cross-channel comparisons of impression data. And that’s just trying to integrate one metric.
In addition to integrating digital metrics across channels, there is an increasing need to marry what is happening online with offline. Web analytics is looking more like business analytics because more and more business functions are being conducted in digital. Businesses bringing offline processes to digital are interested in the effects of online activity, and vice versa. [Read more…]