The Big Measurement Challenge According To Google's Eric Schmidt

Pat LaPointe writes for Mediapost: Schmidt feels that Google will soon crack the code of massive multivariate modeling of both online and offline marketing mix influences by incorporating "management judgment" into the models where data is lacking. This will enable advertisers to parse out the relative contribution of every element of the marketing mix to optimize both the spend level and allocation - even taking into account countless competitive and macro-environmental variables. That "everything is measurable" and, according to Schmidt, Google has mathematicians who can solve even the most thorny marketing measurement challenges. More...