SOURCE: eMarketer

eMarketer

March 25, 2010 12:48 ET

Geoff Ramsey Most Popular Speaker at I-COM Global Summit

Social Media Measurement Shows Positive Rating for eMarketer CEO

NEW YORK, NY--(Marketwire - March 25, 2010) - According to the feedback that I-COM chairman Andreas Cohen received, as well as social media measurement data from Brandwatch, Geoff RamseyeMarketer CEO, was the talk of the conference, with a 63% positive rating, the strongest showing -- ahead of Microsoft and Unilever.

In his keynote, Mr. Ramsey said, "digital marketers need to get over measuring branding by clicks." Rather, the focus should be on tried-and-true methods like GRPs. He predicted that in the next few years online measurement will grow from targeting audiences to targeting outcomes. He added that by 2013 the industry will be able to prove display advertising can result in sales offline and that the industry will improve the measurement of consumer intent online by serving up relevant ads through behavioral targeting.

Brandwatch CEO Giles Palmer did the social media tracking while attending the conference. Mr. Palmer discovered that over the three conference days, there were 1,075 Twitter mentions of the event as well as mentions on Google Buzz and Facebook. Among the cloud of common phrases Mr. Palmer found, a few stood out, like "measurement," "audience" and "metrics."

 "It was both interesting and a nice compliment to hear that I beat the likes of Unilever and Microsoft in terms of buzz," Mr. Ramsey said.

"This shows that people are listening to the call to end measuring just clicks," he added. "The online industry needs to work together to end its continued focus on measuring click-through rates."

I-COM

Brandwatch

About eMarketer
eMarketer provides the "Digital Intelligence" that enables businesspeople, marketers and advertisers to make more accurate, informed and timely digital marketing and media decisions. eMarketer aggregates and analyzes information from more than 4,000 sources worldwide and publishes daily research articles, analyst reports and the most comprehensive database of online marketing statistics in the world.

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