View-Through Attribution For The Search Marketer
Ah view-through! Rarely does a topic in our industry solicit as much debate as this seemingly innocent metric. Display planners rely on it, search marketers don’t trust it (but would secretly love to get credit for it from PPC), and the clients are confused and uncertain.
When 3 CMOs all asked for help on this topic within the space of a single week, I decided we needed a new resource that looked at the arguments ‘for’ and ‘against’, and so have published a new white paper on the subject: View-Through Attribution Exposed: What Last Touch Isn’t Telling You.
In order to reach a conclusion, we looked at data from comScore, my own published studies when I ran media at iCrossing, a new TagMan / IAB study, as well as opinion pieces from organizations like Salesforce Radian6 and Chango‘s retailer clients.
In this summary article, I want to explain view-through from the perspective of a search marketer and give you the answers you need to grab more display dollars, and be the informed voice for your bosses or clients.
Read the rest of the article here.