Thursday, February 23, 2017

Corralling Digital Analytics

It's nice to know I'm not the only one frustrated by the amount of information digital media creates for business leaders. Realizing the power of digital media, Procter & Gamble's (P&G) Chief Executive Officer (CEO), Marc Pritchard, is getting tough with vendors who want to work with P&G.

(P&G can of course do this considering they are "the nation's and the world's biggest advertiser".)

Very new to the digital media space, my early reaction is that it's all just too much. There's too much information being collected. There are too many ways to assess the information. It's information overload. And to analyze all of this information, you have to test theories to information over and over again. It feels like an endless experiment.

The fact that this realty frustrates me is surprising. I'm a scientist. Experimenting is kind of my thing.

P&G is tired of it all too. Pritchard says, "P&G also spends 'enormous amounts of time trying to understand, analyze and explain the differences between Facebook, Instagram, Twitter, Snapchat, Pinterest, Pandora, YouTube and the dozens of different viewability standards claimed to be the right metric for each platform.'"

Enough is enough. What's the standard? Tell me how to analyze the information that's being collected so that I too can focus on the creative. As Pritchard says:

"Time is up. We will no longer tolerate the ridiculous complexity of different viewability standards."

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