This paper covers a keynote panel session at the Advertising Research Foundation's "Audience Measurement 4.0" conference in which a series of thought leaders discussed the short and longer-term challenges facing marketing research as a result of the rise of social media.
The Future of Marketing Research in the Age of Social Media: Life Support or Reinvention?
Geoffrey PrecourtWARC
The rest of the advertising and marketing industry simply has to live with the recession and the absorption of an entirely new media ecosystem....
