As a media buyer deeply entrenched in the online world, I’m often struck by the paradox that exists between the near-universal consensus that the Internet is the most measurable medium in history and the sheer volume of conflicting data generated by online measurement companies. How is the web really counted?

As chair of the Audit Bureau of Circulations’ new Canadian Digital Advisory Committee, I’d like to offer some perspective on the state of online audience measurement. And I’d also like to comment on some exciting trends that aim to end the historical disparity—and confusion—between the differing measurement methods, trends that will greatly benefit online marketers.

There are three generally accepted methodologies used to measure Internet usage: panel, census and hybrid.

The panel-based measurement method, such as that used by comScore MediaMetrix, recruits a sample of Internet users, tracks their online behaviour and...

There is a growing buzz around the concept of Social CRM and with good cause. CRM and Loyalty Marketing Programs have long demonstrated the power of creating a currency and then segmenting, targeting and rewarding people on the basis of preference and needs. The rise of Social Influence Media has given even more meaning to the potential inherent in the concept of one to one marketing, but thus far it is rare to see real discipline applied to the scientific management of conversations or their integration into CRM initiatives let alone broader corporate marketing efforts.

Integrating Brand Conversations

Integrating Brand conversations into customer database profiles fundamentally enhances and changes the CRM proposition. Traditional measures of brand health such as equity, awareness or loyalty and broader business metrics such as consumption or sales may now be complemented by a measure of Brand Advocacy. In a...