SCHED: ad:tech - san francisco '08

Links: Event Details/ Who's going | Original Source
About: As online marketing choices diversify (search, display, mobile, CGM, etc.), marketers are constantly presented with an array of exciting new opportunities to target, reach and engage with their customers. However, the monumental and sobering challenge of simply understanding all these moving parts is an equally powerful reality-check for marketers, agencies, publishers and their vendor partners. More specifically, trying to measure the effectiveness and performance of both old and new media, individually as well as collectively, is the single-largest challenge that marketers face. The buy-side is in search of a universal new media currency that can quantify the value and performance of emerging media but this currency must be based on a universally-agreed upon set of metrics and methodologies. We are far from achieving these standards but the landscape is evolving rapidly and some best practices have clearly emerged. How can currency metrics emerge when the medium itself is in constant flux? This panel of leading analysts, marketing and media professionals will explore current and emerging techniques used to measure performance in an increasingly digital, multi-platform world and talk specifically about their preferred “currency” strategies and explain how they ultimately utilize measurement tools and metrics to quantify the performance and ROI of their marketing efforts.