As you shift marketing dollars to nontraditional media, where effectiveness is often much more ambiguous, how do you measure success?
GEORGE: It’s more of a migration of dollars to digital rather than a large shift away from “traditional.” Overall we need to do a better job of understanding the funnel through which people consume media. They use a portfolio of media to experience our brands, so a dramatic shift from one medium to another would be a mistake. Unilever has certain measures for determining success in a promotional campaign that are standard across brands, and many that are based on specific brand objectives. The digital space brings a lot of opportunity for real-time feedback, and we monitor most of our digital campaigns every week. In fact, some of the best analytics tools are free right now on the Web. The digital world allows the company to be more of a data-driven, learning culture, which allows us to instantly change campaigns as they are executed in the market. 
Andrea Rasmussen (rasmussen_andrea@bah.com) is a principal with Booz Allen Hamilton in New York. She focuses on strategy development, marketing, and sales for consumer products and media companies. She is leading Booz Allen’s Marketing & Media Ecosystem 2010 study, in partnership with the Association of National Advertisers (ANA), the Interactive Advertising Bureau (IAB), and the American Association of Advertising Agencies (AAAA).
Carolyn Ude (ude_carolyn@bah.com) is an associate with Booz Allen in New York. She focuses on strategy development, marketing, and new media for consumer, media, and entertainment companies.
