Last Click

I applaud Abbey Klaassen and other digital columnists for continuing to push marketers to think beyond the last click. This notion isn't really NEW news-- we've seen digital advertising analytic companies jump on this for at least a year. However, one thing I seem to be seeing over and over again is that cetain web site analytic companies (Google Analytics namely), seem to hold near and dear to the "There is one true click" mentality/reporting.

As much as we'd like for digital to either branding or DR, it becomes clearer and clearer to me that digital advertising still holds many of the principles of traditional advertising. While this medium is certainly more complex as you're likely leading them down a more defined path, its not always best to define the medium solely by the measurement tools that aren't always perfect.

TG Madison has found that it's best to use a mix of advertising and site analytic tools to help look at the campaign from at least two perspectives. Additionally, it's helpful to use branding surveys to see what impact the digital campaign had even if it didn't drive an immediate action.

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