Digital Branding: Measuring the Effectiveness of Online Brand Advertising

Posted by staff on November 6th, 2009at 6:00 pm
Written by Richard Cacciato

In 2008, US measured media was $280 billion, of which $254 billion was offline and $26 billion online. 73% of offline media was brand marketing whereas online, direct response marketing was 76% of the mix. Part of the skew is attributable to the measurability of direct response, particularly online, and the difficulty of measuring brand marketing.

Multi-Click Attribution: Tracking the Way Conversions Actually Happen

Posted by staff on April 28th, 2009at 6:00 pm
Written by Daniel Riveong

Interactive marketing has long sold itself on the promise of accountability and ROI measurement. Yet, at the same time there continues to be challenges in solving John Wanamaker’s problem: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”