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Can media organizations overcome the barriers to better metrics?

TheMediaBriefing

Jasper Jackson follows up on Ev Williams’ post about the shortcoming of any one metric. “While the inadequacies of the system are clear to most, the solutions remain elusive. That’s in part because both the ad and publishing sides of the industry face barriers hindering their ability and desire to come up with more nuanced and multifaceted measures,” writes Jackson. He lists several factors including complexity, inertia from current metrics, and the proof of impact.

+ Other debates to keep an eye on: “Every year, Flipboard looks more and more like the future of magazines” (Medium); Why the dusty corner of marketing known as customer-relationship management is emerging as a critical tool for data-driven advertising (Digiday)

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