Audience vs. Advertiser Analytics: Let's call the whole thing off?

By Dana Chinn, Media Impact Project Director

I am really looking forward to the Media Analytics Summit  next week.  It's being run by Jim Sterne, the founder of many things analytics, including eMetrics  and the Digital Analytics Association. 

Jim, who really knows how to run a results-oriented conference, e-mailed attendees the following questions:

• What is keeping you up at night about media analytics?
• What are you most hoping to learn from your peers?
• What one topic, discussed for forty minutes, would be the most helpful to you?
  

At first I didn't respond, as the summit's primary goal is to "share ideas and best practices for how analytics drives profitability."  After all, the Media Impact Project is focused on audience analytics, or how analytics can be used by newsrooms and content creators to increase and deepen their impact.

But, after Jim sent a reminder e-mail to us laggards, I responded with:

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