Cory Treffiletti, President, Managing Partner, Catalyst:SF, asks panelists at OMMA Metrics & Measurement if the click is dead. Akin Arikan, Director of Product Strategy, Unica: The click is dead. The ad impression is dead. The answer is somewhere between the initial Akin Arikan, Director of Product Strategy, Unica: The click is not dead it just smells funny. We will always measure it. Clicks will be a diagnostic, but it's not a metric. Esco Strong, Senior Group Manager, Atlas Institute, Microsoft: If the last click isn't dead, it's on its way out. Online has always held the promise …

Brett Crosby, group manager, Google, provided an analysis at OMMA Metrics & Measurements on how he uses metrics and data in his personal life. A surfer from San Diego, Calif., where he founded Urchin, Crosby wears a watch with a wave counter, which allows him to keep track and count each wave with a click of a button. How many waves you get in a session becomes motivating, he says. But the real benefit comes from timing, knowing how many waves to expect and the frequency in which they occur. While most surfers in the water think about …

While it's not secret to keep content on Facebook fresh to drive consumers to fan pages, Lisa Marino, VP, sales, RockYou, tells attendees at the OMMA Metrics & Measurement conference that don't default fans to the wall. It brings up several issues. For starters, there may be negative comments on the wall. and you never want to start a relationship with negative comments. Put a viral tool on the main landing page. Bud Light has a video function, for example. You can put polls, quizzes or contests on the page, too. Video clips should remain 90 seconds of less, …

MediaPost Publisher Ken Fadner just reminded me that the large sea bird that took out a power line on Captiva Island during MediaPost's Search Insider Summit earlier this year, was an osprey, not an albatross. (But an albatross is a better metaphor for the power issuse, if you know what I mean.) Osprey

Panelist at the OMMA Metrics & Measurement looked at how the role measuring performance is evolving, and why the industry still uses the click to measure success? Gian Fulgoni, Chairman and Co-Founder, comScore: The statement that the Internet is the most measureable medium sets us up for trouble. The industry set the wrong expectations from the beginning. We will never be able to put the genie back in the bottle and have one metric like television. Jim Oliver, VP, Measurement Science, Nielsen Online: The hard research questions center on multichannel transactions and transitions from offline to online. Understanding …