We all know the inherent benefits of digital over its counterparts. There are tons of books, blogs, and articles on the subject. But in my mind the most vital is the ability to track and measure these channels, allowing campaigns and brands the opportunity to optimize campaigns in flight, and get a step closer to reaching their objective. Take a look at the table of pros and cons, and you can clearly see why iMedia channels are drawing advertiser dollars.

However, the reality is that very few organizations are fully leveraging these benefits. So while, we have the fancy tools and subscriptions, all that is being created is reams of click stream and passive data. Avinash Kaushik would call this the “what” analysis – what are the page views, impressions, time spent, bounce rate…. But very little insight and actionable recommendations.

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