Econometrics

AdPulp posts about today's WSJ article entitled Econometrics Buzzes Ad World As a Way of Measuring Results.  Danny G posts -

Basically, as clients face tougher and tougher competition, they're trying to justify every nickel they spend, so there's room for statistics nerds to come in and prove the ROI of ad campaigns. And as better technology lets us measure the impact of ads, the more power the statistics nerds will have. But creativity is always the X factor that can't be quantified.

So the charge should be --  be creative about integrating measurement tools, integrate them seamlessly so that they do not interfere with creative. 

Do not overlook them though, because others are not.