Digital Metrics: Getting to the Other 50 Percent

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Author(s): Michelle R. Nelson (University of Illinois at Urbana-Champaign, USA)and Helen Katz (Starcom Mediavest Group, USA)
Copyright: 2011
Pages: 21
Source title: Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Source Author(s)/Editor(s): Matthew S. Eastin (University of Texas at Austin, USA), Terry Daugherty (The University of Akron, USA)and Neal M. Burns (University of Texas, Austin, USA)
DOI: 10.4018/978-1-60566-792-8.ch017

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Marketing

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Abstract

This chapter reviews measures of advertising effectiveness in research and practice from the pre-digital to the digital era. A focus on efficacy and ethics in terms of measurement and consumer privacy issues associated with collecting, monitoring and learning from digital metrics is discussed. Research questions related to persuasion knowledge and digital privacy are posed.

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Digital Metrics: Getting to the Other 50 Percent

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