Insights from the IPA Effectiveness Awards 2012: From clicks to yardsticks - How digital media can help measure creative effectiveness
Simeon Duckworth
Many of the latest digital media measurement techniques were on show in this year's IPA Awards entries. But there are some tricks that are still being missed. Digital measurement is no longer about post-campaign justification, but increasingly about understanding human behaviour in an adaptive environment.
Digital media: New methods for understanding decision-making
We know from countless studies that digital media has a significant impact on...