Letters: Tracking back beyond the last click is crucial
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From Mark Patron, CEO, RedEye
I completely agree with Paul Frampton's letter 'Last click isn't last word in purchase decisions' (NMA 15.11.07). It's wrong that the last click continues to get all the credit for the sale. This is important because the online sales process is more of a multi-step pull than a single-step push process like offline.
Our research has found that over 45% of sales were completed in a different medium from where they started. Advertisers need to identify consumer behaviour prior to purchase and thus spend their media budgets more accurately and cost-effectively.
