Adam Freeman: We’re measuring everything online and understanding very little

We are getting to a point where we are measuring everything online and understanding very little, according to Adam Freeman, commercial director at Guardian News & Media.

Speaking at yesterday’s ABCe Interaction event in London, Freeman explained that this is becoming a “real problem for businesses” adding that there are three key areas where measurement needs to change.

It is important that the relationship with the audience is examined, he said, pointing out that where once media owners had owned “the means of distribution of information”, consumers now have much more say in this via new digital technologies.

The challenge is that there has been a shift from audiences to communities, he added, turning the previously one-way relationship into a dialogue.

As well as rethinking relationships, Freeman also said that it is vital for new measurement criteria to focus on the value of engagement, assessing the quality as well as quantity of consumers.

Thirdly, he emphasised that new skills, process and capabilities are needed to enter the new marketing space.

As well as these three key areas, Freeman added that there is a need for cross-industry collaboration to ensure the long-term success of any new initiatives.