11-17-2008, 11:43 AM
Quote:Sure, you've heard it all before -- but is everything we hear right? We asked digital media experts to go against the grain and debunk some commonly held wisdom about the business. Some of these truisms used to be true but are no longer; others are legacies of the traditional advertising world. And one of them might depend on whether you're on the client or agency side of the table.
How many of these theories do you think are ready for the trash heap?
1. You should measure everything you can.
Solid measurement has always been touted as digital media's key to resolving John Wanamaker's doubts about which 50 percent of his advertising worked. There's no end to the geeking out we can do with data, and it seems like every month there's a new metric and a new analytics vendor. The more, the better, right?
Well, no. Sometimes, the more data you have, the less it makes sense...
full article: http://imediaconnection.com/content/21149.asp