Digital metrics: Getting to the other 50 percent

Michelle R. Nelson, Helen Katz

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter reviews measures of advertising effectiveness in research and practice from the pre-digital to the digital era. A focus on efficacy and ethics in terms of measurement and consumer privacy issues associated with collecting, monitoring and learning from digital metrics is discussed. Research questions related to persuasion knowledge and digital privacy are posed.

Original languageEnglish (US)
Title of host publicationHandbook of Research on Digital Media and Advertising
Subtitle of host publicationUser Generated Content Consumption
PublisherIGI Global
Pages314-334
Number of pages21
ISBN (Print)9781605667928
DOIs
StatePublished - 2010

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)

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