Online marketing measurement has always been a rather finicky undertaking for brands and agencies. Marketers and content producers are still struggling to identify a proper process for their measurement methodology; in some cases, marketing teams are even using outdated approaches (like measuring impressions on content) for their analytics.
As data collection has gotten more sophisticated, new metrics have begun to explode onto the scene. These updated metrics—things like exposure time, viewability, or post life cycle —require marketers to evolve their perspective on how people interact with content online. In turn, marketers need to ask themselves better questions in order to make the best use of the data being shown…
