Intel Inside: Assessing the impact of Intel's latest digital campaign via single-source measurement of behaviors and attitudes
Becky Wu and Stephanie TangemanLuth Research and Intel
Online ad measurement research has gone through a number of evolution milestones. We have advanced far from the early stage of focusing on just click-throughs, and yet still have many current barriers to overcome in order to achieve an accurate, holistic view of the true ad impact.
This research employs single-source, non-cookie based computer tracking, together with survey, to measure campaign ROI, which goes beyond branding metrics and provides visibility into the impact on...