Commentary

Click-Through Consigned To Punchline

“There’s nobody here who’s still using click-through as a metric, right, is there?!” John Nardone, Chairman and CEO of [x+1], just asked those in attendance for the “Show Me the ROI” panel. Also according to Nardone, there’s “no merit” to last-click modeling. Either way, collecting and arraying data is where 80% of the work lies.
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About the Author

Gavin O'Malley edits MediaPost's Mobile Marketing Daily and MoBlog column. Follow him: @mp_gavin. You can reach Gavin at gavin@mediapost.com.

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