Median vs Mean Part 2: CUME vs GRP in offline media and what it means for internet marketing

This is part 2 of my series on median vs mean. In offline media, the concepts of CUME (cumulative audience) and GRP (gross rating points) are fundamental to understanding reach and frequency. These same concepts apply to internet marketing but are often misunderstood or ignored. Understanding the difference between reaching many people once vs. reaching fewer people many times is crucial for effective marketing strategy. The median user experience is very different from the mean, and this has huge implications for how you optimize your marketing spend.