First published on http://venturebeat.com/
However, some find Google’s efficacy studies to be flawed. Paul J. Lavrakas, a research methodologist at NORC at the University of Chicago and formerly of Nielsen Media Research, notes that Google’s “quasi-experiment” has several methodological problems, in an interview with the Financial Times.
As it stands right now, Brand Lift will get advertisers information about their campaign within days. But Mohan wants to speed up that timeframe “to show them that their brands are actually working in real time,” he says.
Google is partnering with comScore and Nielsen to deliver faster, better analytics, collaborations that were announced late last year and earlier this year. Those partnerships have yet to bear fruit, but it’s possible that we’ll see a real push from Google in 2015 to make real-time campaign metrics a reality.