A simple plan

After a little music/movie break and a good weekend I am back to my numbers series. Today I want to share what I think is one of the biggest mistakes we, as an industry,  keep making.

In online advertising we are constantly screaming to the death of the click, that is hard to measure ROI or that we need an attribution model to help us save the world. All true.

But technology is helping us address some of these challenges, we have ways to do things faster and in theory smarter. So why can't we move more dollars into the industry? Why is TV still king?

Consistency.

TV has developed a metric and a methodology to do things. They have been doing it for as a long as I can remember. Is it right? Who knows but most importantly who cares! It is consistent.

When I discuss with my colleagues I always suggest to come up with the KPIs for a client, explain to them why you are using such metrics and walk them through the methodology. Then STICK to it!

Don't change it after the first campaign is over. Give it time, let it accumulate some history so you can have some context.

But beware....

“Consistency is contrary to nature, contrary to life. The only completely consistent people are the dead.”  ― Aldous Huxley, Do What You Will: Twelve Essays

Pablo