Josh Chasin, our Chief Research Officer, has taken the leap as a columnist, contributing the Online Metrics Insider column for MediaPost Publications. In his first post, he provides a review, at breakneck speed, of the state-of-the-metrics industry. Josh helps put most of the key issues in our industry into neat perspective. I highly recommend you give the blog a read.
Josh’s main thesis is that: “one of the consequences of being the most measurable medium is that the Internet ends up as the medium with the most measures. We tend to experience this as paradox - the Internet is inherently measurable, yet measures are abundant and widely divergent. When you think about it, though, this is not paradoxical at all. Measurability begets measures. We have to stop letting this abundance of metrics keep us from doing the business we need to do.”
Among the issues Josh addresses are…
Read Josh’s post to get his view on these and other pressing issues in the measurement of online behavior.