Pete Affeld at Numeric Analytics has coined a new phrase to describe the analysis of online advertising using econometrics - "3rd generation" web analytics (see http://www.numericanalytics.com/pdfs/AdServ.pdf).
What I like about this is that it acknowledges that there is now a realisation that you cannot analyse online advertising in isolation from other actives. I've noticed this trend as i talk to online media companies about their analytical capabilities and it certainly seems to be a good time for these organisations to reassess how they define ROI for their customers. If Pete is right then all those TV and Radio analysts will be moving into online in the near future. However as others have noticed, there is plenty of money in the bigger media channels to justify top researchers fees but less is going to be available - hence the need for better tools, training and processes in marketing research. It's this last reason which gives me faith that our new venture marketingQED will be a success.
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