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...