Coalition for Innovation of Media Measurement Identifies First Two Targets

At the 2010 4A's Transformation conference, Jane Clarke explained the purpose and methodology behind the formation of CIMM - the Coalition of Innovative Media Measurement, which she is the Managing Director of.

Coalition for Innovation of Media Measurement Identifies First Two Targets

Geoffrey Precourt Warc

The complaint is all too familiar to market researchers: Too much information, they complain, is the downside of the digital society.

For the Coalition of Innovative Media Measurement (CIMM), the cry is somewhat more selective: Too many information channels and not enough consistency from one resource to another.

"CIMM promotes innovation in audience measurement for television and cross-platform media," Jane Clarke, who signed on as the organization's managing director in December 2009, told the 2010 4A's Transformation conference. "We're a coalition of end-users of media...

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