Advertisers have always been obsessed with measuring the results of campaigns they buy (and, as media veterans reading this know, most have shown a proclivity to pin too much credit or blame on the medium and not nearly enough on the message). For salespeople, the challenge has been manageable in the past because everyone—advertiser and salesperson alike—knew the data was skimpy and shaky.
It’s still shaky at times, but it’s no longer skimpy! Online marketing campaigns of all types automatically generate a sea of data, enough to drown all but the most intrepid analyst. Visits, views, clicks, downloads, form-fills, re-visits, shopping cart additions, shopping cart desertions, everything is tracked, databased, calculated, and reported. The easy availability of online-campaign metrics has raised the bar for all media. More and more, advertisers expect the legacy media to be as accountable as the digital media—to prove their performance—even if they can’t duplicate the density of data. The Great Recession, arriving just as digital-campaign metrics became universally available, made lots of advertisers more cautious and more demanding. With advertisers now accustomed to swimming in this data, the tepid recovery hasn’t tempered their expectations of accountability.
Selling Ads is Increasingly Difficult