ABSTRACT
Media analytics in the 21st century is a demanding and rewarding field, and it is one that advances rapidly. Current issues and challenges within the field of media analytics are plentiful. One of the most pressing issues is the lack of qualified analysts. Companies cannot fill positions fast enough to keep up with the demand for data analysis within their firms. Responsible, accurate analysis depends on quality data and careful assessment practices. Measurement challenges abound in the dynamic digital media environment, due in large part to the rapid advance of technology. Measurement is almost always a few steps behind technology. Related to this is the challenge of definitional issues. Common definitions of such basic concepts as “viewing” and “loyalty” are not agreed upon across industry sectors. The chapter presents an overview of the key concepts discussed in the subsequent chapters of this book.
