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
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.
