DISQUS

I really enjoyed this article - a super round-up on the state of the art. Max, I think you make an excellent point when you talk about the arsenal of metrics available. Arguably, the online environment is bringing together the individual marketing disciplines; with far greater interaction and effect between PR, advertising and the greater marketing environment. Measurement can only become more complicated in a cross-discipline world and while I think there will still be a demand for measurement specialists, I also believe the greater marketing community needs to get educated on the selection of metrics available. Most importantly they need to make measurement important from a campaigns very inception, ensuring that all elements have some sort of measureable feed-back connection.