• by September 21, 2009

Case study: Alltel, subsidiary of Verizon Wireless, what was synergy between search and display? Was there any lift in conversion? About 56% lift. Lot going on beyond that last click for Alltel. Crediting guys at top of funnel, doing heavy lifting early on but not getting credit.

Bi-modal graph: search engines affliliates at very bottom; everyone else 14 days or higher. Much in line with people's intuitions. Media buyers know this. This funnel concept held in digital; it was very close to people's intuition.

Joshua Dreller, VP, Media Technology & Analytics, Fuor Digital: When you use the last click, like a bakery, he wonders why it's doing well. Customers coming through front door so he installs three more front doors. When you think of last-act click, you're just putting in a new front door.

Track as much as you can through one system; Influencers mount up before decision click; Use simple weighting systems to credit those influencers. Use ratios to weigh variables that are important to you. Track engagement points.