Understand the True ROI of Online Marketing

Because online media is so trackable by its very nature, advertisers have come to expect detailed, precise campaign reports from their digital agencies. Online advertising allows for real-time tracking of impressions, clicks and conversions. However, this granular level of visibility can actually serve to distort the measurement of digital media's impact, to the exclusion of all other contributing factors. This lack of proper attribution, often referred to as the "last-click" model, has become a major issue. Without knowing to a greater degree of certainty the role various online and offline factors play in leading to a conversion, marketers cannot make the most intelligent media buying decisions. Further, failure to take advantage of the synergistic effects among media vehicles means lessened effectiveness and lower longer-term ROI.