If one lives in the US and spends US dollars, then, over a period of time, one instinctively understands the value of the US currency. What $1 is worth, what $100 is worth, etc. There are a myriad of “metrics” that help in that understanding, from one’s take home salary, the price they pay for an apple, to the price of the apple the next day, even the price of a so-called organic apple to one from Nob Hill.

So, if one’s spending US currency daily, and lots of it and travels to the UK and is required to spend UK Sterling, what’s the immediate reaction? Convert the Pounds Sterling into the native currency and compare. Obvious eh?

Well, a joint study by the 4A’s and the ANA that can be found here, titled Marketers Need Metrics to Understand Digital Media says that on a scale of 1-5, with 5 being the biggest problem, the biggest problem is having metrics to properly allocate media spend among traditional and digital media.

At this point, I’d normally lace in some sarcasm, followed by some humour, but I’ll just point you to our iGRP whitepaper on our site.

- Jayant Kadambi