Michael Schießl on Measurement Crisis - eye square
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Michael Schießl on Measurement Crisis

Michael Schießl on Measurement Crisis

Michael Schießl believes that the measurement crisis is the reason why the power of the internet for efficient branding is underestimated. While performance-based advertisement usually accepts sales figures as proof of impact, a great apprehension remains regarding the branding effects of online advertisement.

 

The implicit research of the effects of advertising, specifically focusing on spontaneous physiological reactions like eye movement by using eye-tracking, provides indicators for the ‘visual success’, that is mesured values for attention and perception.

 

Link to the article:
Die Measurement Crisis (new business 14/2013)