Executive Says Email Measurement Is Challenging

On a panel at the MediaPost Email Insider Summit, Bob Frady, an executive who oversees email marketing at Expedia, wondered what the role of email is as the landscape evolves. “What is email? Is it an efficiency channel or a brand play?,” he said.

Separately, Frady said there is a challenge in finding sturdy analytics data with email and “you have to make sure that your traffic is being appropriately handled” by measurement companies.

“You have to be down in the weeds with Omniture and measurement companies to make sure your traffic is being handled properly,” he said.

He said email executives can focus overly on open and click rates. But they also need to be more confident about how well email works and "be more aggressive about what value we're bringing to the table."

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