Cross-Media Services — Getting Results that Count

Using the Metrics System

The ability to measure and track responses to the messaging is the most important defining characteristic of a cross-media campaign and supplier. What the responses will be, and how to measure them, needs to be identified up front and designed into the campaign. Suppliers must then be able to track responses so that information can be used to refine the campaign, as well as provide a means to demonstrate an ROI to the client.