Jennifer Neeley

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Live Podcast Archive: Gian M. Fulgoni on Marketing Measurement and comScore

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Originally published September 15, 2009 as a podcast and interview archive. Updated August 29, 2026 with editorial context and links to Jennifer Neeley’s current analysis of marketing metrics and business impact.

This page preserves a legacy podcast feature with Gian M. Fulgoni of comScore. It has been lightly updated so readers can connect the original measurement conversation to Jennifer Neeley’s current work on marketing strategy, influence, trust, and business-impact metrics.

Editor’s Update, 2026

Gian M. Fulgoni, then executive chairman and co-founder of comScore, was part of an earlier era of digital measurement when marketers were still learning how to compare audience behavior, campaign exposure, and business outcomes across a changing media environment.

That question has not aged out. It has become more urgent.

Marketing leaders now have more dashboards, attribution models, platform metrics, AI summaries, social analytics, customer data, and performance reports than ever. But more measurement has not automatically created better judgment. The hardest problem is still deciding which metrics reflect business value, which metrics reflect platform activity, and which metrics are being treated as proof simply because they are easy to see.

For Jennifer Neeley’s current analysis, read Your Metrics Say It’s Working. Your Business Says It’s Not. Here’s Why.

This archive remains what it is: a historical interview record with a current editorial bridge. The update helps readers understand why the conversation still matters without erasing the original guest, replacing the archive with a new essay, or creating duplicate content across the site.

Original Podcast Archive

Gian M. Fulgoni
Gian M. Fulgoni

Anyone who knows me knows I love analytics. Metrics and their analysis are areas that, I believe, have yet to see their day. If they had, I think we would hear far fewer questions about return on investment.

That was my take in 2009. What was the perspective of analytics executive Gian M. Fulgoni?

Mr. Fulgoni was executive chairman and co-founder of comScore, one of the companies shaping how the digital world was measured. It was a thrill to welcome Gian to The A-List for a conversation about measurement and marketing.

Archive note: the original BlogTalkRadio player and episode link no longer resolve. The historical page context is preserved here while a recoverable audio source is investigated.

Historical Guest Biography

The following biographical information is preserved as it appeared with the 2009 interview. It describes roles, affiliations, and achievements at that time and should not be read as a current biography.

From 1981 to 1998, Mr. Fulgoni was president and CEO of Information Resources, Inc. (IRI), a global supplier of retail scanner data to the consumer packaged goods industry. The original biography described IRI’s growth during his tenure and its recognition by Advertising Age as a leading U.S. market-research firm.

The 2009 biography also noted his recognition as Illinois Entrepreneur of the Year, his work with public technology companies, and board service spanning software, research, and entrepreneurship organizations. Educated in the United Kingdom, he held a B.Sc. in physics and an M.A. in marketing and was a co-holder of a U.S. patent related to comScore’s data-collection technology.

For current information about the company, visit comScore.

Related Current Analysis

For the current strategy argument, read Jennifer Neeley’s analysis of why marketing metrics can look healthy while business impact stays weak.

You can also explore Jennifer’s Insights, learn more about Jennifer Neeley, or see how this thinking informs Strategic Advisory.

About This Archive

This interview was originally produced and published by Jennifer Neeley and JND Global. It is preserved as part of Jennifer’s archive on marketing, media, measurement, and business strategy.

If your reports show activity but leadership still cannot see business impact, explore Strategic Advisory.

Dispatches From Web 2.0… Inspiring Keynotes – and DATA!

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Day Two – 24th April 2008

The morning began with more keynote addresses… the first two disappointed, but then came Yahoo CTO Ari Balogh (full first name: Aristotle! Hercu, are you reading?) who talked about “opening up the social graph” through Y! OS – Open Yahoo. Interestingly, of all the content Yahoo has, he called out Yahoo Sports as a key area where the web can add an additional dimension – context. He promised that Y! OS would add another dimension at Yahoo – a developer’s platform that is socially driven and open (get the deets here.

After that, it was on to Current TV‘s Chief Architect Ofer Shaked discussing “What Current Knows About Viewers.” What I found interesting:

  • They define themselves as a “participatory media company.”
  • Their audience is young adults looking for user-generated content.

Some data:

  • Current is carried in 56 million US homes.
  • They have 1.5 million hits to their site per month.
  • Users are defined as 20-somethings who are educated, skew male and more than two-thirds have a laptop working and TV on at the same time.

In Oct. they launched a “2.0” version of their site. They tweaked it at the beginning of April – adding an incentive to get users face / content onto an hourly news program. They wanted to find out what this would do for their existing user base. What they found was that by using this incentive, they had 5 times the commentary and contributions they had before the “tweak.”

Their top ten types of clips include:

  • Lo-fi funny clips
  • More thoughtful pieces
  • Controversial / thought-provoking
  • Hard-to-watch, sometimes violent or disturbing

Their community favors the following content categories:

  • Culture
  • Music
  • Art

A piece on their site represents how much time users spend watching various categories. Watch here.

On to Steve Peerman, Vice President of Strategic Products at MySpace, who talked about the need to listen to users (What MySpace Knows). Peerman said he’d been at MySpace for 4 years – starting out as a product manager. He says the story of MySpace is one of growth and scale. Take a look at some of their data:

  • They have 117 million unique visitors per month (more than the population of Japan and less than Mexico).
  • They have 100 billion rows of data.
  • They have 5 million simultaneous users.
  • 000-400,000 new users per day.

Because of these figures, he says MySpace cannot afford to be 90% right. Using their user population as scale, “being 10% wrong means we’ve pissed off Ireland and New Zealand.”

  • Their goal is user experiences that users find interesting.
  • Users are best at self-organizing and self-regulating.
  • They, “live and die by the goodwill and determination of community and you’ll never be as smart as they are.”
  • Their users love “Tom” – everyone’s first friend on MySpace.
  • The “most productive roadmap is directed by asking users.”
  • They’re using “Tom’s blog” to try-out new navigation.
  • MySpace is driven by “richness, engagement, privacy…” and spam deference.
  • He left after saying, “users are 1,000% times smarter than you’ll ever be… you have to check your ego at the door.”

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