Where's EROI?

What caused you to hold the beliefs that you have right now? Did you snap to instantly at the glance of an image or the affect of a few words? Not likely. You had a range of experiences over time that culminated into what you now believe. Getting here has been a process-a shaping and forming. This is the fundamental error with the idea of last click measurements in gauging Internet marketing campaign success. It's not the last ad before the sale that should get all the credit.

The ability to precisely track and report the performance of advertising campaigns online is unprecedented. It has's given marketers access to granular data that offline, traditional advertising campaigns had no way of measuring. However, even Internet marketing campaigns are multi-faceted and complex, --perhaps especially -because publishing content on the Web is so easy and instantaneous that it's often more widespread than offline campaigns. Presently, tThe reporting tools for measuring Internet marketing campaign success presently have no way of capturing this complexity. Instead, the standard model gives complete credit for conversion over  to the last ad clicked before transaction.

In this three3-part blog series, we'll discuss how the effective return on investment (EeROI) is measured across the funnel and how to track results effectively.