This post is the continuation of a topic I started yesterday all about the right metrics to focus on and how many marketing teams may be using the wrong ones without realizing it. In Part I, I shared 10 meaningless metrics that brands should consider moving away from. Most of those metrics are either based on precedent (what brands have always measured) or ignorance (a lack of knowledge about other metrics to track). As a whole, the single word that defines the old view of metrics is to focus on impressions.

Google is pushing hard to jumpstart its radio ad business, leveraging its $1.245 billion acquisition of the DMarc rep business in 2005. The search leader says it is working with 900 stations in 200 markets.