Some new-ish Comscore data feels like a rather big wake-up call.  If 8% of internet users account for 85% of clicks, why do we ignore the vast majority of web users in our metrics for display ads?  We are still, far too often, applying old DR methodology to non-DR communication.  We really need to begin to build better metrics, not just in terms of 'brand effect' but also in what people do offline not simply online.  It's something CMOs are looking for - a recent survey by the CMO Club shows that nearly 2/3 of CMOs say their most significant challenge with digital is understanding how online marketing programs impact people offline.  Yet we still treat 'online' as it's own discrete world far too often.  Yes, online is fantastic in part because it is measurable, but just because we can measure something doesn't mean it's always the right thing to measure.