Ad Age – Shifting Advertising to the Next Generation

As written by Jeff Rosenblum in Three Recommendations for Shifting Advertising to the Next Generation

America annually spends almost $150 billion on advertising, more than triple the amount spent by any other country…..and yet the advertising axiom that 50% of every advertising dollar is wasted has not been cured, as was expected with the advent of digital advertising. In fact, it might be worse. We need to shift our focus to drive this industry forward.

Thankfully, one of the crucial trends of 2011 will be growth of attribution modeling. One of the exciting companies emerging in this space is C3 Metrics.

According to C3 Metrics CEO Mark Hughes, “we’ve been forced in the past to use the wrong metrics largely because we didn’t have a choice. Now we have the ability to look at one key number that unites CMOs and CFOs by understanding how every aspect of a campaign impacts revenue.” When we change our key performance indicators from something campaign-focused like “engagement” and shift to a business metric, like revenue, we’ll be liberated to think differently about how we influence consumers.

Read the entire article at AdAge