New Metrics in Digital Marketing

Over the past few decades, marketers have established clear benchmarks for measuring the success of traditional television advertising. The same cannot be said for digital media. As platforms and consumer behaviors continue to change, gauging the success of digital marketing campaigns has proven to be far more elusive. Former Chief Revenue Officer at VEVO Jonathan Carson sits down with GLG to discuss the current landscape of digital marketing, new metrics for tracking audience engagement, and the importance of authentic messaging.

Jonathan Carson is a former executive and entrepreneur with over 20 years of experience in digital media. Carson served as CRO of VEVO—the world’s largest music site—from September 2013 to January 2016. In 1999, Carson co-founded BuzzMetrics, a market research firm, and served as its CEO until The Nielsen Corporation acquired it in 2007. Carson oversaw BuzzMetrics’ growth from a two person startup to a de facto market leader in measuring consumer-generated content (now known as social media). At the time of the Nielsen acquisition, BuzzMetrics had over 150 employees and nearly 200 Fortune 1000 clients, including 19 of the top 20 US advertisers.

Between 2007 and 2012, Carson held a number of executive roles at Nielsen—an information services giant with more than 30,000 employees and $6 billion in revenue—before being named Global CEO of Digital. In this role, Carson spearheaded the company’s digital transformation and led the online and mobile businesses across more than seventy countries.

Carson is currently an investor and advisor for a number of startups including SuperData, HealthTalker, SharpFlat, ShoDogg, and Snaps.


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