• by Laurie Sullivan , Staff Writer @lauriesullivan, January 25, 2010

Marketers need redundant reporting and tracking metrics? It makes agencies feel more comfortable, according to Mary Huffman, executive vice president, Ionic Media. Really? That's one comment that stood out during the panel at OMMA Performance on Monday geared toward marketers.

This might be the first time I've heard "redundancy" integrated into a business plan makes sense. Is this the cost effective solution?

Dax Hamman, vice president of display media at iCrossing, couldn't have disagreed more. He says marketers need to recognize who is driving attribution from the organization and take responsibility for the performance.