Social Media. Tablet Apps. Standard websites and microsites. E-blasts. These are some of the tools that today’s marketers are using to reach their customer segments. An interactive or digital strategy is a critical part of today’s marketing mix but it’s more than just coding and testing. A digital media tool is part strategy, part creative, part functionality and part user-friendliness. And for those brand leaders who are stumped by how to ‘measure’ a digital strategy/campaign—yes, it’s difficult. Measuring ‘click thrus’ and ‘open rates’ is not the whole story. It’s not even half the story. We can tell you how long a rep has spent on a particular screen using a tablet detail aid—but that’s not even half the story. Digital media converges (and converges best) when it is measured alongside the use of traditional promotional tactics to truly measure a difference.