Results 1 to 6 of 6
  1. #1
    What's the word? Rhia7's Avatar
    Join Date
    January 13th, 2006
    Posts
    9,578
    Performance should trump last click
    Sam Barnett, CEO and co-founder of Struq, offers a strong argument supporting why the measurement of performance should replace the reliance on the last click:
    Why Last Click Breeds Bad Decisions in a Multi Device World

    Do you think last click metrics should change in a multi-device setting?
    ~Rhia7 -- Remember the 7
    Twitter me

  2. #2
    Head of Content
    Join Date
    February 21st, 2012
    Posts
    15
    It's an interesting article, but in order for that to gain some legs advertisers need a full view of the customer journey, which a number of tag management companies can nearly do in its entirety (correct me if I'm wrong on that!).

    I imagine the complexities around tracking consumers across the many devices is a tricky one.

  3. Thanks From:

  4. #3
    What's the word? Rhia7's Avatar
    Join Date
    January 13th, 2006
    Posts
    9,578
    Quote Originally Posted by chrisjohnski View Post
    I imagine the complexities around tracking consumers across the many devices is a tricky one.
    I agree on the sticky, tricky tracking. I thought the article was interesting so I shared it. Tracking is a topic with a long history.

    I find the multiple device settings to add interest to the mix -- these questions won't go away.
    ~Rhia7 -- Remember the 7
    Twitter me

  5. #4
    Head of Content
    Join Date
    February 21st, 2012
    Posts
    15
    Yep - we had someone speak at our Berlin event this year who is working on tracking devices without the use of cookies, instead using things such as a collective amount of information from the user's devices such as browser versions, plugin / add-on versions, websites they visit, IP addresses etc etc in order to identify them.

    There's more on this here - Device ID Recognition Touted as Cookie Replacement | PerformanceIN

  6. #5
    Affiliate Manager GeekGalJuj's Avatar
    Join Date
    September 28th, 2010
    Location
    Northern Illinois
    Posts
    532
    Agree- this is an interesting article. I think, as many said- the issue is there are some complexities to tracking. I strongly believe this will be an area that affiliate (and other marketing channels) will need to embrace to keep the industry strong.
    Julia Kozuck-Hochstein
    Head of Affiliate Marketing- Zoro.com
    affiliate@zoro.com

  7. #6
    Head of Content
    Join Date
    February 21st, 2012
    Posts
    15
    Just as a follow up to this - one of our feature writers put together an article after speaking with Rakuten and their recent acquisition of attribution tracking technology DC Storm - Is Last-Click Attribution Really On Its Last Legs? | PerformanceIN - It's worth a read.

  8. Newsletter Signup

+ Reply to Thread

Similar Threads

  1. The web continues to trump store sales at the big chains
    By Chuck Hamrick in forum Midnight Cafe'
    Replies: 8
    Last Post: April 18th, 2011, 12:19 PM
  2. Trump University - Donald Trump
    By Trust in forum Commission Junction - CJ
    Replies: 17
    Last Post: May 23rd, 2006, 07:10 PM
  3. CJ Unveils New Performance-Based Pay-Per-Click Model
    By Haiko de Poel, Jr. in forum Commission Junction - CJ
    Replies: 4
    Last Post: May 26th, 2004, 08:02 AM

Posting Permissions

  • You may not post new threads
  • You may not post replies
  • You may not post attachments
  • You may not edit your posts
  •