Digital Advertising’S Perverse Incentives

N069_CNT_Digital advertising's perverse incentivesDigital Advertising’S Perverse Incentives

Many short-term behavioral metrics reveals little about how communications have affected brand perceptions, equity or any other measure of long-term brand health. This isn’t only true of mobile; we see this morass of metrics across many digital campaigns.

Choosing the wrong metrics can lead to the opposite of the intended outcome — a phenomenon known as “perverse incentives.”

數位廣告的不當誘因(perverse incentives


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