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Digital Metrics: Getting to the Other 50 Percent

Digital Metrics: Getting to the Other 50 Percent

Michelle R. Nelson, Helen Katz
Copyright: © 2011 |Pages: 21
ISBN13: 9781605667928|ISBN10: 1605667927|EISBN13: 9781605667935
DOI: 10.4018/978-1-60566-792-8.ch017
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MLA

Nelson, Michelle R., and Helen Katz. "Digital Metrics: Getting to the Other 50 Percent." Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, edited by Matthew S. Eastin, et al., IGI Global, 2011, pp. 314-334. https://doi.org/10.4018/978-1-60566-792-8.ch017

APA

Nelson, M. R. & Katz, H. (2011). Digital Metrics: Getting to the Other 50 Percent. In M. Eastin, T. Daugherty, & N. Burns (Eds.), Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (pp. 314-334). IGI Global. https://doi.org/10.4018/978-1-60566-792-8.ch017

Chicago

Nelson, Michelle R., and Helen Katz. "Digital Metrics: Getting to the Other 50 Percent." In Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, edited by Matthew S. Eastin, Terry Daugherty, and Neal M. Burns, 314-334. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60566-792-8.ch017

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Abstract

This chapter reviews measures of advertising effectiveness in research and practice from the pre-digital to the digital era. A focus on efficacy and ethics in terms of measurement and consumer privacy issues associated with collecting, monitoring and learning from digital metrics is discussed. Research questions related to persuasion knowledge and digital privacy are posed.

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