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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...

In US, Arbitron announces Cross-Platform Media Measurement Group

COLUMBIA, Md., Sept. 30 -- Arbitron Inc. (NYSE: ARB) announced today the formation of a Cross-Platform media measurement group and the complementary expansion of its executive management team. By establishing this group, which brings together product development, sales and product management, Arbitron is taking a significant step in leveraging its Portable People Meter™ (PPM™) technologies beyond its traditional radio business.

Industry veteran Pierre Bouvard has been charged with driving Arbitron's cross-platform strategy as Executive Vice President, Cross-Platform Services. By leveraging PPM technology and domestic and international partnerships, Arbitron plans to capture an integrated view of the modern consumer media experience -- bridging the measurement gap amongst television, radio, Internet, mobile and placed-based media. Bouvard's team will develop the cross-platform media measurement strategy, define key offerings and take them to the marketplace. More...

In US, Nielsen moves forward with "three-screen" measurement strategy

Joe Mandese writes for Mediapost: In another step toward the integration of online and television, TV ratings researcher Nielsen Co. has informed its clients that it is adding new sample characteristics to its ratings software that will enable advertisers, agencies and media companies to identify the composition of TV audiences based on their household Internet connection speed, persons Internet usage, whether the households are "telephone-capable," and whether the households play video games.

The new sample characteristics come as Nielsen is racing ahead with its so-called "three-screen" measurement strategy, and as the advertising and media industry are contemplating other solutions to get audience measurement data for TV, online and mobile platforms, including the recently organized Coalition for Innovative Media Measurement (CIMM). More...

In US, AdAge writes: Nielsen on Notice: Industry Demands a Meatier Metric

AdAge writes: Fourteen of Nielsen's biggest clients -- Walt Disney, Procter & Gamble, Starcom MediaVest Group, WPP, Time Warner, NBC Universal and News Corp. among them -- are assembling to create the Coalition for Innovative Media Measurement (CIMM), a seven-figure initiative designed to create a measurement that would allow the comparison of advertising performance across different channels

The IAB (Interactive Advertising Bureau), which is establishing its own standardized web methodology, is one group interested in working with the coalition. "Since CIMM's media members are all IAB members, and its other constituents [are] our customers and collaborators, we'd like to encourage the group to work with us to coalesce around consistent, core metrics for online audience measurement, because we won't get cross-platform right until we reach agreement on how the individual platforms themselves are measured," said Sherrill Mane, the IAB's senior VP-industry services. More...

In US, Media Industry Leaders Launch the Coalition for Innovative Media Measurement (CIMM)

NEW YORK, Sept. 10 -- In an effort to promote innovation and explore new, high quality ways to measure audiences across traditional and new media, a group of leading US television content providers, media agencies and advertisers are joining together in an historic initiative to create the Coalition for Innovative Media Measurement (CIMM).

Signaling the critical importance within the industry for such an organization, CIMM is being announced today by the following executives from all 14 founding member companies:

Jeff Bewkes, Chairman and CEO, Time Warner
George Bodenheimer, President of ESPN and ABC Sports, and Co-Chair, Disney
Media Networks
Nick Brien, President & CEO, Interpublic Group's Mediabrands
Chase Carey, Deputy Chairman, President and COO, News Corporation
Philippe Dauman, President and Chief Executive Officer, Viacom
Laura Desmond, CEO, Starcom MediaVest Group Worldwide
Dina Howell, Vice President, Global Media & Brand Operations, The Procter &
Gamble Company
Laura Klauberg, Senior Vice President, Global Media, Unilever
Esther Lee, Senior Vice President, Brand Marketing and Advertising, AT&T
Sir Martin Sorrell, Group Chief Executive, WPP, holding company for GroupM
Anne Sweeney, President, Disney-ABC Television Group and co-chair, Disney
Media Networks
Nancy Tellem, President, CBS Paramount Network Television Entertainment Group
Page Thompson, CEO, North America, Omnicom Media Group
David M. Zaslav, President and CEO, Discovery Communications
Jeff Zucker, President and CEO, NBC Universal

CIMM will work to explore and identify new methodologies and approaches to audience measurement. The group will initiate, fund and evaluate a series of pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through set-top-box data, and new methods for cross-platform media measurement. CIMM will publish all research findings to its members and make them publicly available as well.

CIMM will be funded by the group's founding participants, who will hire an independent managing director to oversee day-to-day operations. Any US television content providers, buying agencies or advertisers that are interested in joining CIMM should contact NBC Universal Research President. Alan Wurtzel [picture], alan.wurtzel@nbcuni.com, for additional information.

Web Analytics Integration: Holy Grail Or White Whale?

Judah Phillips, Senior Director, Global Site Analytics at Monster Worldwide writes for Mediapost: A few years ago, when I spoke about "integrating Web analytics data with data from other systems," I was often met with quixotic looks from vendors and asked, "Why would you want to do that?" Practitioners, on the other hand, wondered, "how are you going to that" with the current tool sets available at the time. Consultants would say, "we can help you with that, as long as you purchase specific tool X and have your data in database Y." More...

The challenge in cross-channel campaign integration

Mick O'Brien, VP Operations APAC at Eyeblaster writes for iMedia: Marketers may be keen on cross-channel campaigns, but a recent Eyeblaster study shows many don't know how to bridge the chasm between implementing these campaigns and measuring their effectiveness.

Online ad campaigns have become integral in the minds of marketers worldwide. An indication of the increasing importance of online into the marketing mix was the response by 63 percent of marketers who credited interactive display rich media as a primary driver for both brand building and audience response in a recent survey that polled 400 senior marketing executives across the globe (including APAC). More...

Radian6 Announces Social CRM and Web Analytics Integration

Radian6 writes: New features empower companies to extend customer relationships into the social web and more clearly determine social media ROI.

Fredericton, NB (June 24, 2009) - The social web is touching more and more business processes inside the enterprise. Marketing, customer support, sales, and community professionals increasingly need to understand how the conversations happening in social media impact and drive their customer relationships.

Radian6 helps companies listen to what people are saying about them online and engage in those conversations across the social web. From blogs and comments to multimedia, boards and forums and communities like Twitter, Radian6 gathers the discussions happening online and gives businesses the ability to analyze, manage, track, and report on their social media monitoring and engagement efforts. More...

In UK, TouchPoints 3 gets the go ahead

The IPA has commissioned a third TouchPoints survey from Ipsos MediaCT with a number of new additions. While the basic methodology will remain the same, the questionnaire and e-diary will be updated to reflect the media industry of 2009/2010 and will include word-of-mouth for the first time. Says Lynne Robinson, IPA Research Director: “We will be able to directly show the changes in consumers’ lives and how they use an ever expanding range of communication channels dating from the 2005 boom into this current recession.” More...

Omniture and Kantar Group Partner to Provide Integrated Measurement and Management of Marketing across All Media Platforms - From Online to Offline

OREM, Utah - and NEW YORK - Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, and WPP's Kantar Group, one of the world's largest research, insight and consultancy networks, today announced a partner relationship that will bring together business critical online analytics and strategic research intelligence under a single marketing platform for integrated reporting and management. Through this ongoing partner relationship, clients can gain a more holistic view of how their online and offline initiatives and branding efforts affect one another. The platform is designed to yield insights that advertisers, agencies and media organizations can use to execute more relevant, personalized marketing campaigns, quickly innovate, and successfully bring to market the products and services their customers want.

Omniture will integrate several Kantar offerings including: online advertising effectiveness and brand measurement from Dynamic Logic; competitive intelligence, audience demographics and behavioral profiling from TNS Media Compete; and attitudinal and lifestyle insights from Kantar's consumer panels, the world's largest online/offline panel collective. These new offers will be delivered to clients through Omniture Genesis, a solution that integrates complementary third-party applications and data with the Omniture Online Marketing SuiteTM. More...