comScore in Journal of Advertising Research on How to Distinguish “Valuable” from “Nice to Know” Among Measures of Consumer Engagement

| March 10, 2016

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In the following article entitled “In the Digital World, Not Everything That Can Be Measured Matters” comScore Co-Founder and Chairman Emeritus, Gian Fulgoni identifies the metrics that matter to marketers’ return on advertising investment (ROI) versus those that either are nice to know or downright misleading. The article was recently published in the March 2016 issue of the Journal of Advertising Research and is reprinted with permission.

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DAC is a leading global digital performance agency helping marketers connect with consumers from enterprise right down to the hyper-local level since 1972. DAC is passionate about helping businesses build, maintain, and optimize their online presence leveraging internal expertise in everything from content strategy, UX and creative storytelling, to paid media, SEO, and analytic insight to drive performance and nurture loyalty.

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