GE's new digital marketing metric: behavior, not numbers

General Electric, the conglomerate, is transforming its approach to digital media, focusing not on specific data sets but instead on the actual behaviour of customers and consumers in response to its marketing activity.

GE's new digital marketing metric: behavior, not numbers

Geoffrey PrecourtWarc

An upcoming change in senior management at the Advertising Research Foundation (ARF) seems to promise that the organization's engagement with the 4A's (American Association of Advertising Agencies), the Association of National Advertisers and the Interactive Bureau on the vexing problem of defining a cross-media metric will become a priority. But a panelist at the closing-day session at the 2013 ARF Re:think Conference in New York also challenged the ARF to take a fresh look at the way marketers measure engagement.

Andy Markowitz told an ARF "State of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands