Kristin- Failing to tap the digital world's full potential

I recently read an article that opens the reader's eyes to the idea that the digital world seems to have grown and developed faster than the tools needed to measure it. Today it seems that our almost every move online can be tracked and studied ,from sites we visit to objects we search for. The Internet is the most targetable and measurable medium in history so one would think the Internet would be a marketers dream. While online advertising has proven effective for many companies, marketers are left with the complex job of trying to find better ways to measure the effectiveness of their marketing campaigns. While billions of dollars are used each year by companies promoting their products or services online, companies still rely on the most basic tools to measure effectiveness. Many companies simply rely on "click through rates" to judge how many people are seeing their ads. Companies need to find better ways to convert shoppers into buyers. Without better metrics to measure effectiveness companies may continue to promote misallocation of media budgets which will in turn waste billions of dollars and impede the growth of the industry as a whole.