direct response

Digital CMO Series: Dynamic Logic and Compete

Bit by bit, marketers have warmed to online media for branding. Many have proven their success using the pre-internet metrics, while others applying traditional units like GRPs to measure the media itself. So, is it time to kick online response metrics to the curb? Not so fast. Disavowing “response metrics” assumes a dichotomy that leads to bad decisions. If one brand metric can help explain another, then measuring shifts in