27 Apr '12, 1pm

Understanding Your Analytics Versus Campaign Management Tools

Understanding Your Analytics Versus Campaign Management Tools

More and more, I have been interacting with executives using campaign management tools as their internal reporting systems. In most cases, these companies have an analytics package but prefer to use ad server data rather than analytics for internal tracking. Campaign management tools and analytics provide fundamentally different information, and while directionally similar in many cases, choosing the wrong data source can lead to inconsistent perception of success metrics between the executive level and those tasked with execution. Understanding the difference between analytics and ad server data may be the only way to avoid making decisions that can potentially hurt your business in the long run. Before getting too far into this, there are two unique types of reporting systems, analytics and campaign management tools, with a fundamental difference – conversion attribution...

Full article: http://searchengineland.com/understanding-your-analytics-...

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