Closing the real-time loop on digital marketing starts with an intimate understanding of campaign dynamics. Social media signals (which feed forward) helps shape early audience opinion, before display media campaigns go hammer & tongs amplifying the story. A real time feedback loop (measuring buzz, traffic and engagement) helps in course correction and also maintains stability.

Think about the potential chaos, when you have 4 separate parties trying to do all this together - Mainline agency telling stories, creative technology shops producing campaigns, social agencies influencing opinion, and media agencies sourcing ad-spots.

At EC, we monitor and control campaigns a little differently - yes, almost in real-time.