Last click tracking has hampered the development of the online industry for a number of years and 2009 should be the year that this metric is consigned to the bin.

For an advertiser to have a truly effective campaign it is necessary to understand how all the various online channels and placements work with each other and what blend & weighting is required to achieve optimum results. The data is there we just need to be able to process it and see the wood for the trees.

This talk will look at how Brilliant Media have been using engagement mapping to understand channel interaction and try to achieve that 'perfect blend'

Speaker

Paul Cooper, Interactive Director, Brilliant Media

See this talk at the Briefing Theatre at The Interactive Marketing Show 2008

Briefing Theatre
Engage Theatre