Digital marketing industry to loosen metrics focus
Written by Webmaster
Tuesday, 12 December 2006
Marketers and agencies should pay less attention to metrics and focus
instead on how consumers are using the space when using digital
platforms, Starcom's IP director for Northeast Asia Pushkar Sane told
attendees at the Asia Digital Marketing Association conference. Sane (pictured), speaking at a plenary session
at the recent conference, said that although marketers should consider
data from multiple sources, insights are more important.
"We don't invest enough as an industry into insights on digital behaviour," Sane said later in an interview.
"The industry is too fixated on measurement in a digital environment
experiencing rapid change. Don't be excessively obsessive with
measuring, measuring, measuring, and get out and do something with
digital media. Measuring will follow."
Marketers and agencies should pay less attention to metrics and focus
instead on how consumers are using the space when using digital
platforms, Starcom's IP director for Northeast Asia Pushkar Sane told
attendees at the Asia Digital Marketing Association conference. Sane (pictured), speaking at a plenary session
at the recent conference, said that although marketers should consider
data from multiple sources, insights are more important.
