15 Catalyst Investors Digital Media Panel: The challenges of Online Data

Eric Shanfelt of Aspire Media responds the Josh's remark about the availability of data by speaking about tweaking the sophistication of tracking metrics and ROI on email spends, as an example. He agrees that there is a lot more metrics available online. But the numbers can be deceiving. Metrics based on open rates and unique visitors can be seen as hard numbers on a spreadsheet, but the numbers exist with important conditions. For example, emails read on blackberries do not at the time of videotaping (fall 08) return a tracking .gif, so the company that sent the email sponsored by an important advertiser has no idea if the recipient read it, or opened it.

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News & Politics

Tags:

• Eric Shanfelt
• Aspire Media
• Measuring ROI
• tracking metrics