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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Organic is a leading marketing agency grounded in digital that successfully blends creativity with unmatched predictive intelligence. By creating and continuously testing and optimizing marketing systems, Organic helps global brands accurately predict outcomes, spot trends, identify behaviors, and create a much deeper connection with consumers. Founded in 1993, Organic has offices in New York, San Francisco, Los Angeles, Detroit and London and is part of Omnicom Group Inc.

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Spotlight

Organic

Organic is a leading marketing agency grounded in digital that successfully blends creativity with unmatched predictive intelligence. By creating and continuously testing and optimizing marketing systems, Organic helps global brands accurately predict outcomes, spot trends, identify behaviors, and create a much deeper connection with consumers. Founded in 1993, Organic has offices in New York, San Francisco, Los Angeles, Detroit and London and is part of Omnicom Group Inc.

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