Many marketers are anxious to use metrics like these to crack the code of multiplatform advertising and marketing return on investment (ROI). In fact, nearly 70 percent of marketers in the recent Booz Allen survey identified improved ROI analytics — along with the consumer insights they deliver — as the most desired of all advertising capabilities. Their wish, it appears, is about to be granted.
Christopher Vollmer (firstname.lastname@example.org) is a vice president with Booz Allen Hamilton based in New York. He leads the firm’s work in North American media and entertainment and focuses on strategy development, consumer marketing, and advertising sales in media, entertainment, and consumer products.
This article is adapted from Vollmer’s new book, Always On: Advertising, Marketing and Media in an Era of Consumer Control (McGraw-Hill, 2008).