The Philadelphia Interactive Marketing Association (PhIMA) has put together an impressive panel for a discussion of web analytics on 8/14 in Philadelphia.
Is web analytics broken? I sure think it is in many ways. The gap between data and information is large and getting larger. The distance between truth and accuracy is uncertain. The quality of application of whatever it is we’ve got now, seem quite troubling. All-in-all, plenty to discuss.
If you’re in the area I’m sure it will be an interesting event worthy of your time.
“Is Web Measurement Broken?
Implications for the Online Advertising Ecosystem”
Where: The Hub at Cira Centre
Date: Thursday August 14, 2008
Time: 6:30 – 9:00 pm
Matt Belkin – Omniture, Vice President of Consulting
Rick Bruner, Google, Head of Research, North American Sales
Adam Gerber – Quantcast, Chief Marketing Officer
Zdenek Kratky, Philips DAP North America, Senior Customer Marketing Manager
Ramsey McGrory, Yahoo, Inc., VP, Corporate Partnerships
Nick Pahade – GSI Interactive, President
Moderator: Mike Finnerty – Comcast Interactive Media, Executive Director
Online accounts for 29% of all media consumption and yet gets less than 9% of the total advertising spend. It seems like online is not getting its fair share and some argue that’s because marketers can’t trust the data they get from web measurement systems. Or perhaps they’re simply not sure what to do with the myriad of numbers these systems provide. The web is supposed to be the most measureable/accountable medium, so where’s the disconnect? Is it the tools? The application of the tools? Marketers’ expectations? Is web measurement broken?