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The Accountability Revolution

From: Tom Cuthbert <tom_at_OptimaliQ.com>
Date: Sun 18 Nov 2001 22:26:10 -0500

If you are in the advertising business, particularly the
online advertising business, the article found at
http://www.adage.com/news.cms?newsId=33335 is a must read.
Randall Rothenberg wrote this piece called "Measuring How
Marketing Is Turned Into Money (New Technologies Increase
Agency Accountability Pressure)".

I don't know Randall but I must say that as an agency that
has invested heavily into the practice of measurement, I
agree with him. He wrote, "For agencies, then, the only
way to survive the accountability revolution may be to
join the fray.". I am interested in your opinion on this
revolution and how you are dealing with it. Thanks.

Tom Cuthbert
Optimal iQ
www.OptimaliQ.com



Received on Sun Nov 18 2001 - 21:26:10 CST


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