Measuring paid, owned and earned complexity
Posted on 1st October 2014
The digital age has created a marketing ecosystem of Paid, Owned and Earned channels with activity in each impacting on the other. Measurement of this ecosystem requires the adaptation and connecting up of a range of existing tools. This report by Irina Pessin, Managing Partner for Data2Decisions in North America and Karl Weaver, former Data2Decisions CEO, was published in the 50th anniversary edition of Admap. It explains Data2Decisions’ approach to measuring Paid, Owned and Earned media and why understanding the media ecosystem is so integral to the future of brand communications.
This article was first published in Admap magazine, October 2014 ©Warc www.warc.com/admap