- Greg

Good luck with http://www.leightonpost.com

- Greg

- Greg

Very interesting topic. Indeed, information is a poor substitute for understanding, but It’s powerful tool for understanding and can lead to an easier and clear action.

The most important is how people deal with information they have and how they are able to transform this information into intelligence and knowledge and this clearly involves processes, policies and well developed human capital.

Information never aimed to be a substitute for understanding, but a support tool and an accelerator for it.

Regards,
Armand

Outstanding piece. Your intellect and insight are spot on. I applaud your insight into the analogous relationship between finance and marketing. I would offer one thought: Don’t hold your supposition as a “law” because, like finance, if one were to “own” a particular media through a saturation campaign, one can have very strong returns. Yet, as you point out, the risk is the the key variable. I hope to read more of your thoughts, and welcome your comments on my blog: http://www.leightonpost.com

Your points are well taken. I think it’s a matter of how seriously you take the numbers. Even digital metrics are open to quite a bit of interpretation. So I don\t think it’s a matter of using metrics or not (they don’t give out Nobel’s for nothing), but understanding that they will only take you so far.

- Greg

I agree with most of what you have said.However there is a need to an extent to continue to make comparisons of the performance of one platform with another as the reality is that marketeers continue to have spearate budget “siloes” that they need to make choices about in terms o where to spend the proportion of their budgets.

The siloes however are more likely to be between “media” and other expnditure areas such as In-store, events, other forms of btl etc.
While there still seems to be a division made by marketeers between digital communcation inestment and offline, that is being eroded very quickly through the interchangeability of platform (nternet on TV, TV on computer etc) to the extent that while its true that at the moment many look for ROI comparisons btween say internet and TV inorder to justify their investment decisions, that will quickly become irrelevant as platforms will be so mixed up that noone will care too much any more.The common bond is going to be the content.

As all media becomes digital in nature it will in any event be possible to measure ROI more easily as the range of metrics available are greater.These metrics will allow us to make cross-platform analysis more easily.The skill will be in selection of the most important metrics to use from the many available to use as the benchmark of comunications success.