Commentary

Click Bits From Campaign Attribution At OMMA Metrics

by Laurie Sullivan , Staff Writer, July 31, 2009

Cory Treffiletti, President, Managing Partner, Catalyst:SF, asks panelists at OMMA Metrics & Measurement if the click is dead.

Akin Arikan, Director of Product Strategy, Unica: The click is dead. The ad impression is dead. The answer is somewhere between the initial

Akin Arikan, Director of Product Strategy, Unica: The click is not dead it just smells funny. We will always measure it. Clicks will be a diagnostic, but it's not a metric.

Esco Strong, Senior Group Manager, Atlas Institute, Microsoft: If the last click isn't dead, it's on its way out. Online has always held the promise of being an accountable medium and you need to measure more than the last click.

Scott Symonds, General Manager of AKQA Media, Search & Analytics, AKQA: Clicks are overrated. The impression amazingly underrated.

David Yoakum, Web Analytics, Gap: The last click -- we have to keep it simple -- you have to look at all perspectives like first click and advanced data analysis, but when it comes down to it you're moving at such as fast pace you need to pick something.

1 comment about "Click Bits From Campaign Attribution At OMMA Metrics".

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Akin Arikan from Unica, August 1, 2009 at 1 p.m.
The great quote of "the click smells funny" belongs to Mike Miller, Sr. Analyst at Cadreon.
You could truthfully say the click smells funny is "by the click" you mean giving all credit to clicks and not enough to impressions.
But if you think of clicks as a sign of engagement with content XYZ you can also say "the click is dead, long live the click". Because not only does it increase the overall counter of total engagement with an ad. But the indivual's response history also represents critical learning on which to base future interactions.
This is where advertising, online, and direct marketing come together in the new world of interactive marketing.
Akin
Unica
blog: Multichannelmetrics.com
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