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FEATURES
Universal Online Metrics Remain A World Away
In at least one way, the rapid technological advancement in digital media is its own worst enemy. The faster things change, the further away the dream of standardized, Web- wide engagement metrics. "We're still in the infancy of measurement capabilities," says Debbie Solomon, senior partner and research director at MindShare. The time it takes to reach that far-off goal will be determined by the amount of time spent on customized studies, says Nielsen Online VP of client service Caroline Creekmore. In the meantime, ads should be tagged across a campaign on different sites to establish if certain types of sites drive different results. Measuring online conversations can be effective, but costly. (more of this Premium Story) Features Archives COMMENTS
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 Independent Ad Sales Rep for Spa Publication (Home-based),
Questex Media Group Communications Specialist,
National Network to End Domestic Violence Communications Director,
Massachusetts Institute of Technology
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