nma @ #ICOM: Measuring online may be tricky but never give up trying

Justin Pearse writes: Gather the best minds in online research in one sunny city for a week and what do you get? The answer seems to be lots of debate but little consensus. As our report this week discovers, last week’s I-COM summit in Lisbon threw a harsh spotlight on the lack of a coherent industry approach to measurement. Indeed, as Suzanne Bearne points out in her column on nma.co.uk, attendees were equally split on whether one cross-platform measurement was even needed. Mindshare’s global planning head went further to say a single online currency would never work. More...