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12 February 2009



Good topic - I think a whole bunch more has to be done in this area though to give clients more confidence in online channel planning, especially as the economy hardens and every dollar has to be more accountable especially if your a CPA conversion focused client.

Don't get me wrong, every medium has its pluses and minuses, but as cookie spraying is on the increase dramatically and reporting gets murkier (blended post impression & click CPA's) transparency has to be the order of the day. Also all impressions aren't created equally, a click is worth much more than an impression and understand conversion latency.

Cookies are dropped indiscriminately and a whole bunch of reporting is (sometimes) misleading.

Test,test, test I say. Apply common business rules to data across all mediums and let the data and consumer behaviour tell a story.

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That is one nice post and indeed very helpful.Thanks for sharing it to us.

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