Moving on to the 'When Numbers Speak for Themselves" panel, focusing on how to turn metrics to drive strategy, it seems panelists are having a hard to time speaking on what the key metrics are they use to track the effectivenes of campaigns online. Asked what the key metrics are to measure accountability by moderator Joshua Koren of ValueClick, yielded talk about matching metrics to objectives, quality being more important than quality of data, looking at what engages consumers, but nothing approaching a direct answer. Are they guarding trade secrets? Or drowning in data?

We're back to attribution this afternoon, (who can get enough, right?) and the question is how do you decide how far to look back in tracking conversions. One rule of thumb recommended by the Atlas Institute's Esco Strong is to lengthen the time window to 30, 60, 90 days for a considered purchase such as a mortgage or a car to get a more accurate idea of where credit should go for a sale. If the window is shorter, "you're only focusing on the very bottom of that funnel," he said. It's better to pull all the interaction data through …

Nip the complexity of video measurement in the backside by picking -- and then sticking with -- one metric, the panelists strongly suggest. “Pick a metric and run with it,” said Scott Ferber, chairman and CEO of TidalTV, whose clients relentlessly ask how video fits in the big picture, and when cost per acquisition is relevant to the emerging medium. “Whatever your next campaign is, just run something against it,” pleaded Andrew Budkofsky, SVP Sales and Partnerships, Break Media. “Set your goals upfront,” said Matt Langie, senior director of Product Marketing at Omniture Inc. “Set a small …

That's what Tania Yuki -- “Measuring Video and Virality” panel moderator, and director of product management at comScore -- want to know. (We actually thought it was a term the industry had collectively agreed to stop using.) “Video that everybody’s talking about,” says Andrew Budkofsky, SVP Sales and Partnerships, Break Media. “Video that’s being shared,” says Scott Ferber, chairman and CEO of TidalTV. What makes a video viral? “We don’t have a good answer for that,” says Brian Shin, CEO, Visible Measures.