It's been a while between posts, sorry 'bout that - buying and selling a house will take the wind out of your sails, thats for sure.
Anyway, I thought a good welcome back would be the topic of the ID of new metrics for the marketing and advertising industry. The idea of reach & frequency, GRP's and other archaic metrics are waning while we search for new metrics that define the weighting of engagement a person has with a brand. The notion of consumer control shifting has all but demanded a new toolbox of metrics for us to quantify the value of the work we produce for our client brands.
The holy grail is to find the formula that puts a "mass-media" passive impression on equal footing with a "targeted" active impression a consumer might engage a brand with - whether on or off line. For example, if TV is bought at $20 per thousand for passive impressions what is the corresponding value for active media? $20 for 100 impressions? Meaning that the weighting would be 10-1 for that media that's active and the consumer spends more time with the media. They dig deeper, spend greater amounts of time, allow the brand message to seed. As we attempt to quantify the value of creating a compelling web presence to a brand that may cost between $500k and $1M, a mere 2% of their overall marketing spend and they balk, how do we illustrate the quantification of the value that deep, immersive brand experience is creating vs. the $150k they just spent on one page in Playboy for one month?
Here is a great graphic from the WiredSet Blog: 
[wire] stone is uniquely ranked on both Top 50 lists for BtoB and Advertising Age's Integrated Marketing and Interactive Agencies. We're also in the top 2% of marketing services agencies in the United States ranked by billings. 
