[Read] Why Web Advertising Needs Traditional Media Metrics

Trying to build a brand marketing campaign without traditional target reach and Gross Rating Points (GRP) estimates is like trying to diet without the concept of calories. The analogy of dieting and advertising works on many levels. Both are multivariate and complex in nature. Dieting also has explicit and measurable outcomes ??? weight loss or gain, whereas marketing has sales. Advances in dieting have deconstructed the powerful role of good and bad carbohydrates, fats and proteins and importance of different metabolisms. However, amidst all of this sophistication and breakthrough science, there remains a fundamental metric that plays a crucial role ??? the calorie.

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