Paid, Owned, Earned: Measuring POE complexity

This article explains why the Paid, Owned and Earned (POE) model of media planning that emerged in the digital age requires a new measurement solution, and presents a US-based analytics programme that adapts and connects a range of existing tools.

Paid, Owned, Earned: Measuring POE complexity

Irina Pessin and Karl WeaverData2Decisions

The digital age has created a marketing ecosystem of Paid, Owned and Earned channels with activity in each impacting on the other. Measurement of this ecosystem requires the adaptation and connecting up of a range of existing tools.

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.

Throughout the past decade, we've witnessed a tremendous acceleration in the advancement of technology – an acceleration which has prompted...

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