“The current economic crisis has rocked the media industry. But there is another looming crisis … It’s the crisis in measurement. You can’t sell what you can’t measure, and unfortunately our measurement systems are not keeping up with technology and consumer behavior. We’re at a defining time in our industry’s history and we need to seize the opportunity to create new measures for a new media age. If we waste this opportunity, it’s at our collective peril.”
Alan Wurtzel expands on these comments from a recent Adweek article and discuss the critical situation of media measurement and the dire need for new metrics.
