The transition from traditional media to digital media is a lot like going from a desert to a rain forest. Although there are quite a few ways to measure traditional media, many times it’s not cost effective to pay firms to get the data. It’s all a bit suspect too because you’re forced to use sample groups that may or may not be representative of the rest of the population.
Online media is infinitely measurable. Geography, activity, technology and in some cases even behavior before and after the click is measured in a way that floods an analyst with data. Those of us who have built our careers within the digital space love to pour over the data and talk about all types of information. The problem is that not all of it is relevant.
I love this recent article from Mark Walsh from the OMMA conference on Avoid ‘Data Diarrhea’. Although I wasn’t at the conference, I can relate to what must have been said:
“Data is useless unless it becomes currency for making a decision,” he said. To make sure online measurement is on track, he advised advertisers and analytics professionals to be sure they are asking the right questions, have the right expertise and the right mindset”
It’s important to begin with the end in mind. Understanding what metrics are important should be done at the beginning. Dash boards for digital marketing should resemble car dashboards, not the dash board for the Space Shuttle.
An important reminder.
– Paul Herring