How effective are public measurement and monitoring systems? Which are the best and worst methods?
RG: This is a topic that can span so many different areas, companies and venue types it’s difficult to answer the topic with any level of brevity. Not only do you have various companies and methods at the audience measurement level – from traditional measurement companies and processes like Nielsen, Scarborough and Arbitron, to name a few. You also have a new breed of auto-measurement that is quite fascinating from folks like Cognovision, TrueMedia and the like – and that’s just on audience measurement and quantification which is only a small part of today’s measurement needs! We can also get into more qualitative measurement techniques like Brand Recall or Propensity to purchase studies, which are quite needed and teach you a whole new set of information that helps power longer term or “insight” based analysis, beyond the purely empirical. You can also go beyond this to sales lift quantification through companies like DS-IQ or through control studies. One thing people need to understa
