What on Earth is Going On with Agency Campaign Measurement?

The problem is less about the measurement tools and more about the motivations behind the measurement output. If a brand is paying an agency to perform, there’s tremendous economic and reputational pressure on the agency to do just that — perform. At the same time, reporting and insights is big business that can fill in lots of retainer hours. This is further incentivized by agency executives eager to blend high margin manual work with declining, or at risk, strategy and content work.

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Leigh Fatzinger