Media Marketing Effectiveness Research Challenged; Is Flawed Research Better Than No Research At All?
MediaLife: More snake oil from DoubleClick Paul Benjou, director of client services at AdWare (a ValueClick company), writes with skepticism about a new piece of research about cross-media marketing effectiveness from DoubleClick, which we reported on yesterday. The opinion piece basically questions the methodology of the research. A bunch of industry folks on a private discussion forum I belong to are bent out of shape by the opinion piece, pointing out, among other things, that Mr. Benjou bases his criticism simply on the press release, not on the actual research. I’m with them. Click “MORE” for my hearty rant on the subject. I have no insight into this particular study, but as a professional researcher, it always annoys me to see armchair pundits taking seemingly gratuitous pot-shots at industry research. For example, he raises lots of questions about the methodology, thereby impuning its credibility, saying “it encourages the application of twisted logic,” yet he apparently never l
