What's the Value of a Conversation?
By Aaron Cohen, CEO, Bolt Media
"What is the value of a conversation?' is a common and fair question in the media industry, a discipline marked by numbers and formulas developed to justify media spends. As 360-degree marketing straddles analytics and social behavior, the keepers of the budgetary keys are trying to figure out what to pencil into the WOM line. Media buying agencies know how to calculate the value of a banner ad, taking into account the number of eyeballs seeing the ad, whose eyeballs they are, what the content near the banner is, and how many people click on the banner.
