Archimedes on a Fault Line

The math that we use to describe and evaluate media is bad. More than bad, wrong. Our most prized key metrics are built on mathematically invalid operations. Trillions of dollars are spent each year, supported by math that wouldn’t pass a 6th grade arithmetic class. How did this happen? What can we do to evolve? Many people think Digital is the answer, but is the math we use there really any different? Not really, much of what we use in this new world was lifted from direct channels like DRTV and Direct Mail. We will never be able to truly activate on Analytics and Big Data until we get the fundamentals right.