Posted on Thursday 8th of June by aimee
Almost a quarter of senior marketers in the UK claim that they are “losing sleep” over the reliability of digital marketing metrics amid a general growing paranoia that media measurement currencies are becoming “increasingly corrupted.”
The new Media2020 report published by Media Sense, ISBA and IPSOS Connect found that 70 per cent of marketers are concerned about these currencies due to an unreliable digital ecosystem. The 250 senior employees surveyed said that both Google and Facebook now have too much control over the validity of metrics.
Facebook admitted last year that it had been erroneously calculating the “average duration of video viewed” metric, which meant that numbers could have been overstated by up to 80 per cent, and several other errors have been noted and changed by the big players during the last 12 months.
Sysomos exec Lance Concannon spoke about the importance of using social analytics to deliver targeted … Continued