One of the main obstacles to advertisers continuing to invest more in online marketing is metrics. This problem was also discussed at the 5th AEA Forum in a presentation by Jaime Agulló, an independent consultant.
"We come from a situation in which consensus has bc data brazil given transparency and confidence in the measurements. We were all calm until the Internet arrived, which was initially considered just another medium," Agulló began explaining. "But it is not just another medium, it is a new scenario that has changed the rules of the game that we had given ourselves. It is a platform for media, for content and a revolution in our consumption habits," he says.
The digital world generates “a lot of data and perhaps less information than we would like.” According to Agulló, this problem is partly due to the fact that “we did not make clear the measurements we needed to obtain from the network. And when we realized what we needed, we were hit by the crisis that is leaving us all cold. The question now is whether it is time to talk about online measurements or if it is better to leave it for a better time.”