The following article is from the latest issue of the Journal of Advertising Research (JAR).
It is impossible to overstate the impact of digital tools and interactions on the marketing landscape. The way people connect, communicate and share information online has evolved in ways unimaginable just a generation ago, yet from a marketer’s perspective the biggest change may be in the amount of information suddenly available.
The deluge of data has offered an opportunity to create actionable real-time metrics that can inform and shape businesses in a dynamic way.
(However) The allure of measurable and traceable “shiny” metrics … has led marketers to endless, often beautifully crafted, intricate reports on the irrelevant.
To access JAR articles, please follow these 3 steps:
- Login to your myARF
- Click on “Journal of Advertising Research” on the left hand side menu
- Locate the article in the search field on the page