I do think that BI, shopper insights and web analytics are in line to outshine Consumer Insights. It’s understandable in a world of ROI, measurement, operational excellence.
The measurement of a social campaign is about much more than likes, shares, downloads, and plays. It needs to be in the context of the objectives, and those objectives need to link to things like sales.
How important is it to measure multiplatform usage by consumers? Gian Fulgoni, Chairman at comScore suggests that TV is now the 720 pound gorilla—still the biggest and hairiest beast, but maybe not quite as large relative to the other creatures in the jungle as it once was.
The future through the Starcom lens is to create measurement that focuses on the "how and the why" - how do consumers go across channels and why do they make these jumps between devises.
