OMMA Metrics & Measurement Conference
An online metrics expert has labeled traditional marketing departments as “fossils” at the OMMA Metrics & Measurement Conference at the Yale Club, NY. The gathering, many of them marketers, was told that in future (as in, now) marketers’ performance will be measured in the way sales people’s performance is measured, because they are increasingly responsible for the consumer’s ‘click’ action. Today’s top online marketers are achieving breathtaking conversion rates of 15-30%, Jeffrey Eisenberg of FutureNow claimed. But the trick is, where did the sale came from, or to which activity do you dedicate the ‘attribution’ – buzzword du jour. Was it the video ad, or the Google ad, or the website copy, or the PR? Means marketers have to be across more territory than ever before.
