Jim Sterne Interviewed by Jeremiah Owang
Jim Sterne as usual talking a great deal of sense. In the first ten minutes he talks about the current issues facing the business, it’s not the lack of tools, it’s not really the lack of awareness that the tools exist…. No it’s the lack of corporate culture, something I discussed at the eMetrics in Stockholm. People form culture and not enough people know how to use web analytics, but more importantly the ones that do don’t know how to communicate it effectively within their coporations. Monetizing everything is a first step to doing this.
Then he talks about multi-channel measurement. The online channel can and should be used to measure everything from print to radio but we don’t. Why? Poor planning, companies just need more thought around this.
Jeremiah then gets him to talk about a lot more interesting stuff around running and measuring campaign success. Go check it out.
