News and Comment

Measuring the efficiency of online advertising

At the recent Internet World Exhibition at Earls Court there was good coverage of optimising online advertising spend, multi-channel measurement, attribute reporting and modelling. Much of the focus was on bespoke packages available to provide the data required and it struck me that often we need to look as well at the internal databanks we already hold about landing pages, touches and page traffic to refresh evaluating advertising performance and how it delivers. All the data is there and sometimes we do not explore all the key avenues open to us.