• by Laurie Sullivan , Staff Writer @lauriesullivan, January 25, 2010

Interesting takeaways from Young-Bean Song, senior director at Microsoft Advertising Institute, at OMMA Performance. He says the brand dollars will follow the metrics, not just the click-through rates, but traditional like reach frequency and GRPs, a unit of reach. One GRP is the equivalent of reaching one person once. Marketers must go beyond the last click in the ad to measure performance. Marketers who don't will start at the purchase funnel and end up with a whole bunch of conversions and nothing else.