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Giving Credit Where Credit Is Due

  • ClickZ, Friday, May 8, 2009 2:45 PM
Marketers must understand the impact that data has on media buys before allocating dollars. Data can help determine credit for the last click. "Even though only one click can be the last touch point, this may not relieve you of the legal obligation to pay more than one vendor," Kevin Lee writes. "If your PPC search campaign was the last touch point but you're paying others as well, you may be tempted to reduce your PPC budget or attribution."

Pool the data, don't rely on siloed collection systems and insist on rewarding a click regardless of whether it was, in fact, the closest to the order. Lee writes that online affiliate networks often define a payout requirement based on a post-click cookie being within a certain time period, regardless of what happened during the duration of that cookie.

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