Five tips for measuring digital ROI from Mondelez International
Stephen WhitesideWarc
Mandar Paradkar has a warning for any marketer who believes racking up millions of impressions is a measure of digital success.
"Recently, the studies have suggested about 60% of those digital users or online users are fake," Paradkar – the associate director/KNA analytics, consumer insights and strategy at snacks giant Mondelez International – told delegates at the Market Research in the Mobile World conference in New York.
"So, suddenly, all those impressions that we were chasing after – and how effective and efficient they were – are not...