The Downfall of Modern Measurement

Peter Field has found that over time, the relationship between share a voice and share of market has failed. And he shows the time scale across the last sort of 12 years. The reason why that's happening is because we stopped measuring human. We started to measure inward, which was, you know, meta tags or metadata and in particular time in view. It used to be that every dollar spent would be equal. But it's not anymore.