Don't pay for online advertising that no one sees


When it comes to evaluating performance campaigns, there is no such thing as a metric. In a sea of data, it's easy for even specialists to get bogged down in metrics that don't tell much about the actual results of a campaign. 

On the topic of online marketing and digital campaign evaluation, Jan Saivera and Petr Struna of Ogilvy Performance Marketing wrote an article that appeared on the Marketing & Media.