Comments on: From OMMA Metrics and Measurement: Judah Phillips of Monster Takes Measure Of The Data Tools http://www.adexchanger.com/publishers/omma-metrics-measurement-monster-web-analytics-campaign-measurement/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Greg Hills http://www.adexchanger.com/publishers/omma-metrics-measurement-monster-web-analytics-campaign-measurement/#comment-904 Greg Hills Mon, 15 Jun 2009 01:49:52 +0000 http://www.adexchanger.com/?p=2933#comment-904 Great point from Judah Phillips from Monster about how Atlas and DART campaign reporting should be integrated with other site-side data to ensure that desired actions are coming from high-value prospects. Otherwise, the tendency is to optimize campaigns so that they capture a large volume of low-value consumers, instead of optimizing to capture a larger quantity of high-value customers. Ideally this customer quality data should be integrated automatically into the buying process, to allow more robust optimization. Smart agencies need to grow relationships on the client side outside of the media department, since there's a lot of actionable intelligence in other departments on the client side. Great point from Judah Phillips from Monster about how Atlas and DART campaign reporting should be integrated with other site-side data to ensure that desired actions are coming from high-value prospects. Otherwise, the tendency is to optimize campaigns so that they capture a large volume of low-value consumers, instead of optimizing to capture a larger quantity of high-value customers.

Ideally this customer quality data should be integrated automatically into the buying process, to allow more robust optimization. Smart agencies need to grow relationships on the client side outside of the media department, since there's a lot of actionable intelligence in other departments on the client side.

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