Commentary
From Pray & Spray to Performance & Profit, Part II
- by September 21, 2009
Banners: When you get a branded click, it'll be cheaper. Display and search operate in a joint fashion. It would be nice if search, display guys talk to each other. Reducing to dollars and cents, instead of looking at last click profit, expose complexity. When you look at influencers, you must be aware that while they may not appear to be effective until you do the math.
If you're taking holisitc attribution approach, you're gonna miss the boat. Brand comes at the end. They've already decided and want to get to purchase point.
Add uncertainty because it is all over the place. Account for decay rates, abandoned paths. Important data can be found there, could be it's not the advertising guys' fault.
