One Marketer Provides An Answer, But Cross-Media Questions Persist

In this article, Geoffrey Precourt, Warc's U.S. Editor, reports on the "Marketers Talk Measurement: Closing the Loop on Cross-Media ROI" panel discussion from the ARF's 2010 Audience Measurement conference.

One Marketer Provides An Answer, But Cross-Media Questions Persist

Geoffrey PrecourtWarc

The subject was "Marketers Talk Measurement: Closing the Loop on Cross-Media ROI." The sponsor was the Advertising Research Foundation (ARF). The occasion was that organization's annual Audience Measurement gathering. And the discussion was largely the stuff of blue-sky projections.

With one notable exception: at least one major American marketer, according to Paul J. Donato, evp/chief research officer, The Nielsen Co., has decided to fully embrace the consumer-centric potential of new digital media. Kraft Foods, Inc., and its 61 brands, is making no secret of its plans to invest...

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