Commentary

Backtracking Into Performance

Mary Huffman wants to clarify her point about reporting redundancy made Monday during OMMA Performance.

In an email she wrote: performance deals require reliable reporting and the most effective way to ensure the continuous reliability of a tracking system is to have two systems in place. These systems don't need to be expensive, dollar-wise or time-wise (Google Analytics is something we usually layer onto a client's existing tracking system), so it is not an issue of "cost-effective" or not. Having two tracking systems makes everyone in the relationship feel more comfortable that the data is right.

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