Finally a mobile measurement system.

It seems marketers are getting rather excited at the launch of a new mobile measurement system. Today saw the launch by GSMA and ComScore of what (according to research) nearly 60% of marketers have been waiting for before opening their purses.

This love of metrics is a curious thing and goes back to the dark ages of marketing where ‘if you can’t measure it it is no use’. I remember evangelizing for Internet marketing back in the early 90s, when the constant criticism was, “We wouldn’t know who is looking at our site – probably some 13 year old kid in Uzbekistan”. Then new media became the most measurable medium with more stats and measurements available than the most statistically driven marketer could shake a spreadsheet at. In tight fiscal times it is no wonder that calculation of ROI became the name of the game.

Now it is the turn of mobile media – and I for one am pleased that this is getting some direction. Mobile media has been sniffing around the door for a long time now. I’m sure that measurement is the key to letting it in and we will all see what dimensions have real value.

Marketers will be knocking on clients’ doors with fistfulls of stats and persuasive arguments… just remember the old saying though; “You don’t fatten a pig by weighing it”.