Wherever you stand on the swirling controversy around banner ads, you likely do agree on one thing: 20 years after the banner brought print-style ads online, digital branding has come a long, long way. From native ads to the rapid rise of online video, digital advertising is becoming a new home to major branding dollars. Are your digital analytics ready?
For many digital marketing organizations, it’s a big transition. After all, digital analytics has long been the realm of direct response. With outlets such as search and email—in many ways, the online descendants of direct mail and 1-800 numbers—it’s no surprise that many of the early digital companies grew out of direct marketing shops and many of the early online analytics professionals came from mail houses. With no shortage of last-action data to work with, the digital realm has long been a direct marketer’s dream.
Of course for years, digital measurement has faced hurdles once you go beyond the last click. And even as the industry is finally moving past last click, variations still hold sway, and there’s still a lot of focus on the last leg of the customer journey. As an industry, we’re still a long way from bringing digital attribution into the entire conversion path—from top-funnel branding on down.
Source:: AdAge – Digital