http://www.bruceclay.com/blog/2008/02/microsoft-leads-advertisers-into-this-decade/ SEO and Marketing Blog Sat, 13 Mar 2010 04:22:54 -0800 http://wordpress.org/?v=2.9.2 hourly 1 http://www.bruceclay.com/blog/2008/02/microsoft-leads-advertisers-into-this-decade/comment-page-1/#comment-17241 Joe Hunkins Mon, 25 Feb 2008 15:53:26 +0000 http://www.bruceclay.com/blog-test/2008/02/microsoft-leads-advertisers-into-this-decade/#comment-17241 <p>I'm anxious to see the methods used, but this looks to me more like a way to *justify increased spends* rather than get to the heart of how a conversion happens. Although it's true that the last click to action does not tell the whole story, I'd guess that user activity before the last click is an almost trivial component of the purchase decision - ie spending on advertising that does not lead to a direct sale is generally going to have negative ROI. This is testable but if I'm right the engagement mapping won't give you a reasonable metric of "wasted spend". </p> I’m anxious to see the methods used, but this looks to me more like a way to *justify increased spends* rather than get to the heart of how a conversion happens. Although it’s true that the last click to action does not tell the whole story, I’d guess that user activity before the last click is an almost trivial component of the purchase decision – ie spending on advertising that does not lead to a direct sale is generally going to have negative ROI.
This is testable but if I’m right the engagement mapping won’t give you a reasonable metric of “wasted spend”.

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