I found an interesting recent post on the emergencemarketing blog today summarizing online advertising measurement research published by McKinsey. For me, the most important finding is that marketers who measure the impact of their online media are significantly more satisfied with their digital marketing than those who don’t. This makes perfect sense, so why is it that only 50% of marketers use basic measurement like CTR?
Are they/we really not accountable for results – as EM suggests? Do we need better measurement techniques – as McKinsey concludes? Or is it something more?